For many, modern communication is unimaginable without social networks. The development of the Internet, and especially the revolutionary concept of Web 2.0, enabled users to create and share content. These platforms created the foundations for the emergence and development of new opinion leaders, i.e. the so-called influencers who seek to create connected and stable communities of followers by publishing content on their official profiles. The main goal of the paper " Analysis of connection of influencers and the target public" is to conclude, based on the results of qualitative content analysis and the results of quantitative survey research, how influencers and their communication on social networks are experienced by generation Z (people born between 1995 and 2010) and what the connection between the views of the influencer and the target public. In order to create the paper, a qualitative analysis of the content of the posts of the three most followed influencers in Croatia was carried out in order to gain a deeper insight into the observed topic. Also, an empirical study was conducted to investigate the perception of members of generation Z about Instagram influencers. The research showed that the respondents do not believe in the truth of the content published by influencers on social networks and do not share similar values with them, and that Instagram influencers do not contribute to shaping attitudes with the content on their official profiles, but partially influence the purchasing behavior of members of generation Z.