The trend has gathered momentum in the last few years, with many social media accounts generating hundreds of thousands, if not millions of followers.
Here are 12 influencers from Edinburgh we thought you might like to hear about. Some will certainly be familiar, others less so, but they have all used their passion for the city, personal interests or life skills to make a serious social media following for themselves.
5. JK Rowling - 14.2M followers on Twitter
Edinburgh-based author JK Rowling has influenced millions across the globe with her Harry Potter series and other children's books. She regularly posts about sex and gender on Twitter and has recently encouraged children to send in illustrations for her recent book The Ickabog. She spent most of her Harry Potter writing years in Edinburgh where she now lives.
Photo: Justin Tallis
6. Mikaela Loach @mikaelaloach - 87.4k followers in Instagram
Mikaela Loach, who goes by @mikaelaloach on Instagram is an Edinburgh-based climate justice and antiracism activist. She studies medicine at the University of Edinburgh and promotes a plant-based diet. She regularly keeps her fans updated with posts about racism and environmental issues.
7. Shawna @exploringedinburgh - 51.1K followers on Instagram
Shawna has created a social media following for herself by taking stunning photos of places in and around Edinburgh to share with her followers. She is the author of Pockets of Pretty: Edinburgh, a tea lover and enjoys exploring Scotland. Each of her beautiful photos attract thousands of likes making her a popular account for those interested in gawping at some of the Capital's beautiful scenes and sites.
8. Ailidh Forlan @plateexpectations - 17.7k followers in Instagram
Ailidh Forlan, 27, is behind the Instagram page plateexpectations. She is a restaurant reviewer for The List, judge of Thistle Awards for Best Dining Experience in Scotland, and Judge of Scottish Street Food Awards 2019 and 2020. She is all about supporting independent Scottish businesses and restaurants and often describes herself as a "no nonsense reviewer" because of her honest reviews.
Photo: Ailidh Forlan