Exercise 1 – Vocabulary

Repeat each word, definition, and example sentence after your tutor.

1. influencer (noun) – a person with a large online following who can affect people’s opinions or buying habits.
   Example: The company hired an influencer to promote its new skincare line.

2. engagement (noun) – the interaction between an audience and online content (likes, comments, shares).
   Example: High engagement on a post means the audience is actively interested.

3. sponsorship (noun) – financial support from a company in exchange for promotion.
   Example: Many influencers earn money through sponsorship deals.

4. authenticity (noun) – being genuine or real.
   Example: Followers expect influencers to show authenticity in their posts.

5. algorithm (noun) – a computer formula that decides what content people see online.
   Example: Social media algorithms often favor short videos over photos.

6. monetize (verb) – to turn something into a source of income.
   Example: Influencers can monetize their content through ads, products, or courses.

7. brand identity (noun) – the image and values a company wants to show to customers.
   Example: Influencers help shape a company’s brand identity by connecting it with audiences.

Exercise 2 – Article

Influencers: The New Power of Marketing

In 2025, influencers have become one of the most powerful forces in global marketing. From Instagram to TikTok to YouTube, millions of people follow influencers for lifestyle tips, product recommendations, and entertainment. For companies, this means influencers are essential for building brand identity and reaching younger audiences.

The business model is simple: influencers create content, attract followers, and then monetize their audience through sponsorships, product placements, and advertising. Top influencers can earn millions of dollars each year. Even “micro-influencers” with smaller followings can make money if their engagement is strong.

However, the industry faces challenges. One issue is authenticity. Audiences can quickly tell if an influencer is only promoting products for money. Without trust, followers lose interest. Another challenge is changing algorithms. Platforms often update their systems, making it difficult for influencers to guarantee visibility.

Despite these hurdles, influencer marketing has become a permanent part of business. Companies no longer rely only on celebrities; ordinary people with strong online voices can shape global trends. As technology evolves, the line between entertainment, advertising, and personal life continues to blur.

Exercise 3 – Discussion

• Do you follow any influencers? Why or why not?

• Do you think influencers are more effective than traditional advertising?

• Should influencers always disclose when content is sponsored? Why?

• Do you think influencer culture is positive or negative for society?

• What makes an influencer trustworthy in your opinion?

Exercise 4 – Further Discussion

• Do you think the influencer industry will continue to grow, or is it a trend that will fade?

• How do you feel about children or teenagers becoming influencers?

• What responsibilities do influencers have toward their audiences?

• Should governments regulate influencer marketing more strictly?

• Could you imagine yourself working as an influencer? Why or why not?

Exercise 5 – Writing Task

Essay Prompt:
"Some people argue that influencers are just modern celebrities, while others say they are more powerful than traditional media. Which opinion do you agree with? Support your answer with examples."

Sample Essay (TOEFL Style)

I believe influencers are more powerful than traditional celebrities because they have a closer connection with their audiences.

First, influencers create a sense of community. Unlike movie stars or athletes, they interact directly with followers through comments, live chats, and personal stories. This makes their recommendations feel more genuine and relatable.

Second, influencers have adapted to new media faster. With the rise of TikTok and Instagram, they use changing algorithms and trends to stay visible. Their engagement often outperforms traditional advertising campaigns.

Of course, there are risks. Some influencers promote unhealthy products or fake lifestyles, which can mislead young audiences. However, this does not change the fact that they are shaping consumer behavior on a massive scale.

In conclusion, influencers have more influence than many traditional celebrities because of their authenticity, accessibility, and constant presence in people’s daily lives.