I'm really not a fan of influencer culture at all, but we all need to wise up to the modern game, and how much of a role these people play in driving awareness and thus the commercial value of and opportunity for the club.
The ones we have right now might be a bit small fry, but high chance they will grow in the Prem, and even attract a whole new breed too.
You only need to look at how much Mark Goldbridge sold his company for to get a sense of the value placed on audience building like this.
Don't think you need to like it, but you do need to tolerate it.