The thing is that I don't really think anyone does, it's a buzz word construed by traditional media to let them draw hate on to modern competition without admitting they're even worse.

Fit example Kim Kardashian is an influencer unless she's on old media then she's a celebrity, Hank Green is an influencer on tiktok but if was on traditional media he's a science educator... None of these jobs are new it's just that they're not controlled by corporations to the same degree so the rich have invested some money in making you hate them.