Changes in the media environment have led to changes in the creation of marketing strategies. Advertisers are increasingly resorting to using product placement to reach an audience that is increasingly ignoring classic ads. At the same time, social networks have become an unavoidable communication channel and as such, a great advertising platform. In the mass of users, influencers who became leaders of modern thought stood out. Their potential was recognized by companies that soon began using influencers as brand ambassadors. Over time, the line between influencer marketing and product placement has become difficult to define. The aim of this paper was to examine the familiarity of high school students with product placement on social networks, as well as to examine the possible effects that influencers on social networks have on high school students. The research was conducted on a voluntary sample of one hundred high school students, and a quantitative survey method was used. The data collection process was conducted online. The results of the survey showed that respondents are not sufficiently familiar with the concept of product placement, do not recognize it on social networks. Furthermore, the results of the research showed that high school students follow influencers on different social networks, however, they do not pay attention to the content of their posts in which they present different products or services.