re: Who do influences actually influence?

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The very weak minded.

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This is seeing influencers based on a very narrow definition. Similar to proclaiming Reddit is a far left cesspool when in reality that is a tiny fraction of Reddit.

There are tons of influencers that give solid information and reviews and while there are probably some weak-minded people that blindly follow their advice the majority use their information as part of their decision making process.

A few well known influencers in their subject matter

Michael Jones aka Garrand Thumb guns

Erin Erin's Audio Corner and Amir Audio Science review both have well over $150k in test equipment and use Audio Precision analyzers and Klipppel Near Field Scanners to give the most accurate and precise measurements of speakers and electronics of anyone out there including the major magazines

The Hook Up gives excellent reviews on electronics, especially projectors

Andrew Morgan, Ariel Adams, and Ben Clymer. All are influencers in the wristwatch space.

The list is endless

Influencers aren't just people like the Kardashians. There are tons of people that are highly respected (plenty not so much) in their niche who meat the definition of an influencer.