The present study examines the role of social media influencers in brand promotion among college students in Tenkasi District. The study reveals that social media influencers have become an important part of modern marketing, particularly in reaching college students. Influencer-based promotions help create brand awareness, increase product reach and positively influence student’s interest towards brands and their purchase decisions. The findings indicate that social media platforms provide an effective and attractive medium for marketers to communicate with the younger generation. The study also highlights the importance of considering gender-wise differences, while designing promotional strategies. In the future, influencers can provide more educational, career-oriented and creative product-related content that would be useful and informative for students. Overall, social media influencer marketing can be considered an effective modern marketing strategy for improving brand visibility and reaching college students.