Study reveals keys to success of digital influencers
The following research Lifestyle Eco-Influencers Advertising: Is Engagement Driven by Content or Fandom? conducted by professors from several Spanish universities has revealed the keys to the success of digital influencers. The news has been published in more than 90 media outlets, including Europa Press.
The study, published in the journal Comunicação e Sociedade and led by the University of Design, Innovation and Technology (UDIT), together with the University of the Mid-Atlantic and King Juan Carlos University, analysed the posts of eco-influencers on Instagram from the UK, the US, Belgium, Spain and Peru. Bárbara Castillo Abdul, senior researcher at UDIT's Research Group on Innovation and Digital Transformation of Communication (GITDCom), stresses that the success of these influencers lies in their ability to authentically connect with their followers and build trust. In addition, Luis Miguel Romero Rodríguez adds that the informal and approachable nature of their productions reinforces their credibility.
The research also reveals that influencers combine content on veganism, spirituality, political and environmental claims, along with product promotions, almost imperceptibly. This, according to Romero Rodríguez, allows advertising to be integrated naturally into their messages. In addition, the preferred formats on Instagram, such as videos and carousels, are key to engagement, as they present personal and emotional content.
On the other hand, Carlos Fernández-Rodríguez stresses that coherence between public discourse and private life is essential to maintain credibility and the interest of followers. The study concludes that authenticity and the ability of influencers to break the privacy barrier in a controlled manner are fundamental to their success. In addition, many influencers use their platforms to promote positive values and raise awareness of relevant social issues.
Research of this kind enriches academic understanding of contemporary phenomena in digital communication and marketing, and facilitates the transfer of knowledge to society, helping brands and content creators to better understand the dynamics of social media success. The collaboration between several Spanish universities, such as UDIT, Universidad del Atlántico Medio and Universidad Rey Juan Carlos, provides a multidisciplinary and more complete vision underlining the importance of inter-university cooperation in the study of emerging digital phenomena.
