"Influencers" have been around since the beginning of time. They were previously (and still are) called "spokespeople". Their job is to build a reputation and try to use that reputation to influence people to buy stuff, and the companies who pay them are paying for endorsements. Tiger Woods made most of his fortune as an influencer (he didn't really like Nike), Patrick Mahomes is using it to circumvent the salary cap so he can get better players around him. He's taking it one step further, by getting endorsement deals for others. I don't buy insurance because Patrick Mahomes endorses it, but some people must, so it's worth it to State Farm to pay Mahomes, Reid, and Kelsey. This is no different, companies pick someone who appeals to their target audience.