The development of a new form of digital marketing was made possible precisely by the development of social networks, and it was created as a result of the promotion and work of influential people on social networks. Due to their ability to influence consumers, but also due to the already created base of followers, companies collaborate with influential people on social networks with the aim of reaching the target market more easily. A new possibility that has appeared in modern marketing digital communication and that has considerable potential is the use of influencers as influential people on social networks. Today, a new form of influencer marketing has been adopted as a modern concept that represents a significant form when building a brand on social networks, and which did not arise as a product of the development of innovative strategies in digital marketing. The main goal of this thesis is to determine the importance of influential people on social networks in building a brand. The contribution of the work is reflected in the fact that, after the analysis of the business cases of the companies Nike, Adidas and Puma, proposals will be presented for quality cooperation with influential people on social networks and the improvement of this form of marketing with the aim of the companies building their brand as high quality and successfully as possible, and ultimately to make a profit.