Influencer is a bad name, but I see them as bottom-up content creator, instead of the top-down conventional media. In this sense it’s more democratic approach and there is a wider choice and plurality of voices. But mainstream media is now enrolling them, for instance Reach Plc (who owns the Mirror and the Daily Express) fired a bunch of journalists and hired influencers. So you know, now you’re going to get the worst of two worlds.