Though most publishers, and the wider public, will know the term “influencer”, a publisher may be reticent to work with one. This chapter strips away the preconceptions around influencers by first defining what is meant by influencer, or content creators, as the terminology begins to shift, and then breaking down why a publisher might want to work with one, and how they should go about it. This includes considering the tiers of influencers, a checklist of what they should bring to a role, and how to work with them as a partner rather than as an account to push out the content a publisher provides.