Communication strategies of social media influencers for branding: the case of Carlos Ríos and Café Secreto

Abstract

Hyperconnected in a personalized world. This could be one of the definitions of the contemporary social context that technology and its different uses have been drawing from the hand of today’s society. All the social and economic sectors, structurally, and the agents that participate in them, in particular, live a constant challenge where changes are happening at great speed. Catalysts for this dynamic are undoubtedly the social media that have helped to create and foster a technologically hyperconnected world, and have allowed the development of the figure of social media influencer, one of the biggest trends in digital marketing today.

This research has the general objective of determining the communication success keys of the social media influencer Carlos Ríos (creator of the realfooding healthy life movement) on Instagram, through the analysis of his profile @carlosriosq and his product «Café Secreto». For this purpose, a documentary analysis is performed with the data collected from the tools: Keyhole and InstaBro. The results obtained allow us to clarify the communication guidelines for branding on Instagram, among which stands out, after the study of «Café Secreto», the redefinition of communication in the product launch phases]