Influencer marketing is a phenomenon in marketing that is increasingly popular, and the rise of digital media. The popularity drove many brands to employ influencers to support their marketing campaign or activities without adequately understanding how social media influences works or how to measure its performance (Tomoson, 2015). An influencer is not a recent phenomenon, as Lazarsfeld developed the two-step communication flow model in 1944. The model described a mediator with better access to information and trust among its audience, acting as the intermediary between itself and the mass media (Lazarsfeld et al., 1949). Busselle and Bilandzic works show that there is a tendency for the recipients to engage with the narrative produced by an influential person (Busselle & Bilandzic, 2008). This engagement is also currently adopted by an international measurement association, AMEC, to be used as a measurement metric for social media (AMEC, 2020). This study will thus focus on engagement in its effort to assess influencers' performance, especially for paid content. This study employs a positivist paradigm with quantitative content analysis methodology. To answer whether paid content contributes towards decreasing engagement, this study will use a comparative analysis between organic content and paid content.