Identificación de publicidad y estrategias para la creación de contenidos de instagramers en españolestudio de caso de 45 perfiles

  1. Monge-Benito, Sergio 1
  2. Elorriaga-Illera, Angeriñe 1
  3. Jiménez-Iglesias, Estefanía 1
  4. Olabarri-Fernández, Elena 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Journal:
Estudios sobre el mensaje periodístico

ISSN: 1988-2696

Year of publication: 2021

Volume: 27

Pages: 1151-1161

Type: Article

DOI: 10.5209/ESMP.72869 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Estudios sobre el mensaje periodístico

Abstract

The professional instagrammers offer engaging content that mixes with advertising to attract audiences in the hundreds of thousands. This article examines 45 Instagram accounts of Spanish-speaking influencers that publish content of different themes (maternity and child raising, fashion, cosmetics, and fitness) and for different audience sizes: medium (100.000-1.000.000) and big audiences (more than a million). Content analysis methodology is used with 4500 posts. Differences and similarities in disclosure and content creation strategies are discussed by theme and audience size. The results show that the content in Instagram is functioning as an undisclosed advertising space: brands are present in 2 out of 3 posts. However, in 80% of the cases the promotional nature of the content is not disclosed.

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