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YouTuber and Instagrammer Phenomenon in the Andean Community

Abstract:

The impact of social media has increased significantly in the last decade, thus proliferating the number of users on these platforms and with it the emergence of influencers in different digital environments, mainly on YouTube and Instagram. This study aims to expose the most popular figures of young YouTubers and Instagrammers in the Andean Community, presenting a ranking of content creators based on the reach of their accounts. The methodology employed combines quantitative and qualitative techniques for the collection and analysis of information. Datasheets were used to extract general data on the profile of the influencers and, at a second level, the content published on their accounts was analyzed, with emphasis on the topics addressed and the language used in the publications. The results show the top 10 YouTubers and the top 10 Instagrammers of the Andean Community, where gender equity is observed among the outstanding profiles. As a result of the analysis carried out on these accounts, it is determined that the language most used by the influencers of both platforms is expressive, a finding that coincides with one of the objectives of the influencers, which is to connect with their audience. In terms of topics, the content preferred by YouTubers is entertainment, while on Instagram influencers prefer to focus on fashion and trends.