Influencer marketing has changed the dynamics of consumer interaction with brands, making influencers indeed like public figures. The public nature of their role correlates to their influence – their respective personal brand is subject to visibility, praise, criticism, and consumer trust.

Influencers should be compared to public figures due to:
1. Public Exposure: Influencer’s work is publicly accessible and scrutinized similar to a public figure.
2. Impact: They have a tangible effect on their follower’s thoughts, purchasing decisions, and behavior at large.
3. Accountability: Like public figures, influencers are accountable for their actions and statements as their follower base entails enormous responsibility.

However, the role varies per the scale of influence. Macro-influencers have audiences in millions, resulting in an increased potential of considerable impact, similar to widely recognized public figures. At contrast, micro-influencers have smaller, niche audiences and thus might not face the degree of scrutiny reserved for mainstream public figures.

The emerging influencer marketing platforms provide tools to handle this visibility. For example, Flinque offers data-driven insights, for better campaign planning and performance tracking. Meanwhile, other platforms might offer different features suitable for brands, agencies, or influencers’ specific needs.

Ultimately, the perception of influencers as public figures carries implications for their role in society and their promotional partnerships with brands. In conclusion, with the public figure territory comes responsibility and thus influencers need to be aware of their influence considering potential, praise, criticism, and impact.