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Engagement and evolution of Spanish-speaking fashion instagrammers

Abstract:

Introduction: With the technological boom and the deployment of digital devices, the instagrammer phenomenon has become a global revolution, producing a change in the communicative paradigm from which Latin America and Spain are not exempt; which requires an engagement analysis of users in their participation and interaction with online contents. Methodology: It was mainly quantitative and descriptive with data collection through Social Blade and Fan Page Karma monitoring tools, which provided information about the activity and engagement of influencers on Instagram and the main variables of interaction. We conducted a cross-sectional study on ten accounts of Spanish-speaking fashion instagrammers (Latin America-Spain) during February in 2018, 2019 and 2020. Results: The level of engagement of Latin American Instagrammers is prominent compared to Spain. There is no relation between the numbers of followers and the commitment registered for both cases; there are notable variations and similar trends in the fashion sector. Conclusions: The Spanish-speaking instagrammers present a community with more than millions with a decreasing tendency in the interaction with contents, base of the engagement with their followers suggesting new correlations between their abilities to influence and the effort spend on Instagram.