Of course it's passion, Hugo.

If you read the piece properly, you would have seen that word was relating to nano-inluencers; who are everyday people that create content in their niche interest.

They might be interested in gardening, so they post content about gardening. They build a following of people interested in gardening.

Then, a gumboot company notices that they are wearing gumboots in their video. That company then pays them a small fee to wear their brand's gumboots in their videos..

Make sense?

You have a very short-sighted opinion of what an influencer is, so I hope you actually read the whole article and educate yourself.

Cheers.