What would happen to the 'influencers' if Instagram disappears?

A few weeks ago Meta, that is, Facebook and Instagram, gave us a scare.

Actually

, its founder, did it, who threatened to close his beach bar in the European Union if they did not allow him to send the data of his users to the US.

From there it obtains huge economic benefits, while on the Internet the data is ground gold.

'Poor' Mark has come face to face with European legislation, with more scruples regarding the privacy of citizens' personal information than his fellow Americans.

And he made a statement stating that the future of his platforms in Europe "could be compromised".

At that time, many users of these applications saw

in danger , those in which they upload their things, spend time reading, learning and, of course, gossiping about other people's lives.

For them, the risk does not mean more than the sacrifice of part of their leisure, but what about those who have

an important part -if not all- of their work activity on

The so-called influencers quickly come to mind, a new generation of professionals, with a mostly young profile, who have made networks their way of life.

It's a job?

It is well seen?

Before social networks existed, exerting influence was in the hands of a few.

Today the story is different and that power is highly democratized.

So much so that it is estimated that some

people create independent content on the internet.

It is true that the cake of money that is distributed on the network is not enough for everyone, but yes, beware, for two million of those creators, who make it their profession.

There is nothing.

In Spain there are some 7,500 people who carry out their activity on platforms such as Twitch, Instagram, Facebook and YouTube and of these, more than 134,000 reach more than a thousand followers in some of their profiles.

But not all are influencers.

Noemimísma interviewed by Sindy Takanashi on her program 'Las Nails'.

Both are influencers. Atresmedia

Those we commonly baptize under that name belong to a more or less recognized profession for about ten years and to consider them as such, there is a convention that requires them to have

The key is that they exert

of their community of followers.

They are also capable of monetizing their content and living off their advertising revenue, although there are also micro-influencers, creators who do not accumulate as many followers but can also dedicate themselves to their networks.

These data are collected in 'The White Book of Responsible Influence', published last December at the initiative of iCmedia with ISEM Fashion Business School as academic partner.

One of the main researchers is Patricia SanMiguel, a professor at the ISEM Fashion Business School-University of Navarra, who points out that the

that some influencers have, who are sometimes attributed

and professional competence, is due to rivalry that exists in this industry.

"This cake used to be eaten by four and now by a thousand. Many times there is the reason for the criticism and it also influences the fact that influencers have become professionalized later in Spain than in other countries, such as

," she explains. .

For this reason, he continues, it is a profession that still carries

here and many prefer to be called 'talents', content creators, etc.

"In this context, the elaboration of 'The White Book of Responsible Influence' has also been important", he says.

Would they still have a job?

SanMiguel explains that Instagram, unlike other networks such as Twitter, is the natural ecosystem for influencers in the field of entertainment and lifestyle.

If it disappeared,

: "Before, blogs triumphed, but they declined and Instagram emerged. You will always see a network that capitalizes on that power of influence. There will always be a place where users/consumers and opinion leaders exchange experiences. They will go to the metaverse or wherever".

And he points to cases such as those of the influencers Chiara Ferragni, Alexandra Pereira and María Pombo, who have been changing platforms and adapting their content until they find the formula that works for them.

"The key is in the

," says this researcher.

adapt or die

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And for that, it is crucial to see what is happening in other countries that are ahead of us.

SanMiguel points out that one of the hot spots to look at right now is in Asia: "There some influencers no longer show their real face. To avoid so much personal exposure, they use

. Maybe in a while we'll see them here."

Martín Piqueras is a professor at OBS Business School and an expert in digital strategy at the consulting firm Gartner.

He understands that American companies, which innovate and invest a lot of money, expect to be able to obtain a return from the sale of user data and, at the same time, he predicts that neither Zuckerberg nor entrepreneurs from other technology companies will close their businesses in Europe.

"They will have to find a way to do business with the permitted use of European data or find other alternatives. The reality is that they will continue to make

," he explains.

To overcome possible obstacles like this, Piqueras believes that influencers have to

the channels in which they do business as much as possible and, of course, be in several at the same time.

"In this way they will reach a greater public and minimize the risks in the face of the disappearance of one or another platform," she recommends.

“For example, the Ukraine War could cause the Asian ones to stop working, and there are Tik Tok and Wechat [a Chinese WhatsApp], she warns.

three influencers, three styles

Noemimisma is 35 years old and has been an influencer for more than five years.

She has almost

on Instagram and his field is lifestyle.

"Before I spoke more about

, but I have evolved and now I also focus on myself," she says.

Instagram has opened many doors for him and he takes it that way: not only as an end in itself.

In fact, her particular circumstance as the mother of a

has given her the opportunity to disseminate and contribute her experience to families in her situation.

So much so, that she is even preparing her first book about it.

"If Instagram disappeared, I would think about

linked to advertising. It is clear that I would do something. I can't stay at home, I have two children," she concludes.

Sindy Takanashi also reaches 220,000 followers.

He is only 28 years old and since he began to live on his networks he has put his eggs in different baskets and conceives his work with a business vision.

She follows a strategy and her work is not limited to making money through any advertising campaign that is offered to her.

In addition to her role as an influencer on Instagram, she is part of You are already a mother, a women's accompaniment portal, and hosts

, an Atresplayer program in which she interviews characters linked to

, etc.

Soon they will start shooting the sixth season.

"This program is the greatest thing that the networks have given me," she admits.

The visual artist Coco Dávez.

Under the name of Coco Dávez is the visual artist Valeria Palmeiro.

She illustrates, paints, takes photos and connects her art, with a clear pop culture influence, also with advertising.

Instagram is a fabulous showcase for her work and there, this 32-year-old from Madrid now has more than 200,000 followers.

She doesn't trust everything to the networks, far from it.

In addition to her work as an artist, she has a

(Participants for a delirium), gives courses on creativity and will soon

herself with her community of followers through meetings that will be called The Subtle Worlds.

"

to social networks. In them I can exhibit my work 24 hours a day and thanks to them I have become known," he says.

For this reason, he admits that if Instagram closed, it would be "an important stick", but at the same time he admits that it worries him less now than a few years ago.

She spends an average of 1.5 hours a day on this network, although its use is very professional: "I'm a conscious consumer, luckily. For example, I never scroll, which is like zapping on TV."

"We will experience the fall of Instagram as it is now and, in fact, a certain decline is already visible," he predicts.

And beware, she admits that the networks offer diffusion but also a lot of stress.

They are voracious, insatiable, tyrannical.

"It takes time to create and we don't have it because we are slaves to the algorithm. There are some who almost wish Instagram would close, it

," she concludes.

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