Influencer marketing undoubtedly helps conversion rates, site traffic, and brand exposure. Still, it's crucial to keep in mind that each marketing technique is a component of a wider picture that also includes earned, owned, and paid media.
In reality, influencers are referred to as earned media rather than paid media.
Any content where others are talking about you is considered earned media. This includes advocates who distribute your content independently or via social sharing platforms, influencers, PR, reviews of your goods or services, and plain old fans and supporters.