Todos los Influencers son Influencers? Un estudio de los Seguidores de Influencers en Instagram

Abstract

More and more brands are using influence marketing and this is because people like to connect with people and not with a logo. By including influencers in a strategy, the message is reached in a more personalized way to the target audience, through different social networks (Iglesias, 2017). This relationship of trust between influencers and their followers is a great advantage for marketing (Konrad and Gutiérrez, 2018). The present work´s objective is to know the audience reached by six ecuadorian influencers in the social network Instagram in a more specific and personalized way, by using an analysis matrix created for this research based on the Vals Model for thus being able to assign a category of type of people to each profile in the sample. This study helps to determine the most appropriate influencer that a brand needs for the target audience it wants to reach; It allows to know in more detail the followers of these, their tastes, values, preferences, interests, motivations, behaviors, etc. in order to choose the one that most resembles the product or service that you want to advertise. Three subjects of collective interest were worked on: fashion, sports and cuisine /gastronomy; for this reason, personalities such as Alejandra Echeverría, Fabrizio Zambrano, Nicole Kusijanovic, Richard Carapaz, Sophia Merino and Rodrigo Pacheco who have gained notoriety among their followers were analyzed, standing out in these topics