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.
1. Edinburgh Spotlight - 451,034 likes on Facebook
With its stunning plethora of photos taken in and around Scotland's capital, Edinburgh Spotlight doesn't have any issue bringing in hundreds and thousands of followers to admire the stunning snapshots of one of the country's most beautiful cities. The photography, contributed by local Edinburgh residents, has almost half a million followers on Facebook and 109.7k followers on Twitter.
Photo: Edinburgh Spotlight
2. Shaun Alexander - more than 15M views on Youtube
Shaun is a YouTube vlogger who was born and brought up in Edinburgh, and makes content about the city, his passion for Scotland and Scottish culture, as well as wider world travel and adventure. His YouTube channel has over 160,000 subscribers and half a million monthly viewers of people from all over the world who are interested in Scotland.
Photo: Shaun Alexander
3. Steve Oates aka @wilde_oates - 112k followers on Instagram
Edinburgh-based Steve Oates regularly posts about his whereabouts on Instagram whether he is in Edinburgh, other parts of Scotland or across the other side of the world. His account features beautiful pictures, many of which include shots of his partner and baby. So far her has 2,142 posts and counting.
4. Ncuti Gatwa - 2.2m followers on Instagram
Ncuti Gatwa, 27 is a Scottish-Rwandan actor. He currently portrays Eric Effiong in the Netflix original series Sex Education, for which he received praise for his "scene-stealing" portrayal of a gay black teen and which earned him a BAFTA. He attended Boroughmuir High School and has spoken out about the fact he was homeless before being snapped up for the Netflix drama. He has done modeling and featured in several magazines including Teen Vogue which he promotes on his Instagram account.