Marketing of Ecuadorian Influencers: effectiveness of content within the YouTube platform

Abstract

The digital era in which we live forces the human being to virtualize his style and way of being, reflected in prejudices and mercantile interests that urge to imitate stereotypes of people catalogued as famous. The web 3.0 allows social networks' immersion, originating space for platforms with entertainment and interaction purposes. Inquiries say that Youtube is at the top of the list thanks to youtubers, which catapult themselves to fame and social distinction. The article aims to know the contents they produce to achieve acceptance on the web and interaction with the followers while comparing the productions. The investigation carries out a content analysis between two of the most recognized Ecuadorian influencers. Based on a scheme previously validated by experts, they can identify the resources they use and the message they create to generate empathy with their followers by superimposing the image they project. The methodology concludes that Nancy Risol shows her indigenous roots to promote the country's multiculturalism, but she is not more widely accepted than Cristina Huera. In the same way, the contents are similar as far as the production and the use of resources; the remarkable difference of acceptance must be pointed out, although both work with humorous lines, the expressions used are different as far as tone, time and context, directly involving the findings of an indigenous and a mestizo figure.