In trying to get traction in a market people look for influencers to help them access to people they might not otherwise have access to.
This might be a person with thousands of followers on social media.
It might be a person who is part of traditional media and reaches many thousands.
The thing to keep in mind is it’s not always the number of people a person can reach, it’s also the type of people a person can reach.
To use a somewhat random example, if you want want to sell a product, having access to someone with a thousand followers might have value. Having access to someone who can get you on Amazon and get you ranked high in their search engine as well as Google would be invaluable.
Finding people with connections might work well for you, finding people with the right connections can do wonders.
Have a great day!