In this final work, we discuss the topic of marketing influencer and its development, how it works on Instagram, and whether such type of business has become interesting and acceptable in Croatia. The final work explains who the influencers are, what their role is and why they exist. Also, everything is connected with the social network Instagram and how influential people can create the right business and make money with their own profile. It will address the notion of marketing and its importance in the world of influencers. This paper will explain why influencers have an impact on some people and what is needed for one to become recognizable and unique. The aim is to find out what influencer marketing is on Instagram in Croatia and to show how to achieve an ideal business in such a profession. The desire is to explore and show how business plans are developed that would not be possible without today's technology. This paper will explain how influencer marketing works in Croatia and make a comparison as it is in the world. There will be mentioned and elaborated types of influencers and outlined which types of influential people have the most success in such business. Today more and more people decide to become an influencer. Such an interest becomes more and more popular. Finally, it emphasizes the future of influencer marketing.