From the rise of Donald Trump and the MAGA movement to the strategy of global brands such as L'Oréal and Samsung, influencer marketing has become a powerful instrument for shaping opinion and consumption. A study by Maximilian Beichert reveals the economic and strategic dynamics that rule this ecosystem, analyzing the value of influencers, the role of platforms, and the importance of authenticity. But what are the pitfalls and opportunities for companies and policymakers? Most importantly, how do we really measure the impact of digital campaigns?