Influencers have penetrated marketing on all digital channels. It’s everywhere, and yet, the influencer industry can be perplexing. Between elusive 5-figure brand deals, paid trips, and gifts in exchange for endorsements, one might ask: how does the “influencer industry” actually work? As students highly engaged in media, how can we best understand this practice and hone it to our advantage? The PRSSA 2025 Influencer Summit will draw back the curtains through a dynamic panel.