Abstract: Digital marketing plays a significant role in today’s business landscape keeping in view its wide audience reach, enhanced customer engagement, personalized content, direct and interactive digital communication channels with potential buyers and strong commercial prospects. It has assumed tremendous scope and significance for individuals and institutions worldwide. Different strategies are devised to reach a specific customer base; Social Media Influencers being the one. Influencers play a significant role in digital marketing due to their ability to connect and create localized content with personal sense of belongingness and relationship marketing. Social Media Influencers play a crucial role in audience-engagement by influencing potential buyers, their opinions and perceptions and weaving marketing strategies around them. It has a tendency to boost customer loyalty, influence purchasing decisions, generate business opportunities and enhance revenue generation in this technological era. The study focuses on exploring the emergence of Social Media influencers in Kashmir Valley and find out how they approach their target audience and several challenges that they face in the process. Also categorizing influencers into various themes would be explored. The shift from traditional advertising to social media marketing would also be examined in view of increasing trend in Social Media Influencers. Being descriptive and analytical in nature, the study emphasized on qualitative approach wherein indepth interviews of Social Media Influencers and business owners was conducted apart from analyzing few case studies to get deeper and detailed insights into the topic. Data gathered was analysed and interpreted to derive meaningful conclusions.