Full coverage: Influencer

From wedding singer to body-positive blogger to founder of Ireland’s most inclusive shapewear brand, Sinéad O’Brien has built Vacious into a fast-growing business that champions confidence, comfort and curves.

The commercial deals of RTÉ stars have come under scrutiny since the Tubridy payments debacle kicked off, yet the station is now approving ads for expensive cosmetic procedures on presenters' personal social media accounts.

Maybe I want to read books written by three-legged weirdos who have never heard of Elon Musk and aren’t on Twitter. God forbid. Maybe I don’t want to buy badly designed handbags with PHARRELL written across them for $800; I rather like my Foreign Affairs bag that I got with my subscription for free.

From fashion to law, influencers are ubiquitous online. As the industry is professionalised, Lynn Hunter, the founder of one of the biggest influencer agencies in the country, talks strategy, return on investment for brands, and what separates the few who make it from the many that don't.