Influencers Políticos en Instagram: Los nuevos agentes digitales de la participación política en España
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El propósito de este estudio exploratorio es determinar si el fenómeno de los influencers ha provocado un cambio hacia la espectacularización de la política en Instagram y su alcance en los jóvenes. Utilizando social listening, herramientas de análisis de influencers, consultas a expertos y búsquedas en redes sociales, se identificaron 60 influencers políticos en España. Se extrajeron métricas demográficas y de rendimiento y se triangularon con un análisis de contenido de 600 publicaciones. Los resultados muestran que estos influencers políticos acumulan 6,287,149 seguidores —principalmente menores de 35 años— y registran una alta interacción (3,9 %). Estos influencers son mayoritariamente jóvenes (68 %), hombres (65 %) y formados. Su contenido combina información política con entretenimiento abordando temas de actualidad a través del formato reel. Este estudio supone el primer mapeo de influencers políticos españoles, y pone de manifiesto su potencial capacidad de impacto en los jóvenes y la democracia deliberativa en redes.
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