The Fall of Influencers: User Fatigue Takes a Toll on Spanish Creators

Spanish social media platforms saw a trend emerge in July and August dubbed "the fall of the influencers," as users declared their exhaustion with popular content creators. Hundreds of videos on Instagram and TikTok feature users complaining about the attitude of creators, speculating on the reasons for this sudden rejection. Key grievances include the excessive publication of sponsored content, influencers commenting on topics they do not understand, and showcasing lifestyles unattainable for most people. Sociologist Paulina Valencia explained that audiences lose their sense of connection when influencers no longer present realistic lifestyles, a consequence of social media becoming a multi-million dollar business. She also noted that a lack of authenticity and repetitive content can be exhausting for users. Content creator Faviana Sevillano noted that influencers initially emerged as an alternative to privileged television celebrities, offering a more relatable presence. However, she observed that the current digital boycott is influenced by cancel culture and polarization, with audiences seeking "a hero and a villain." Sevillano herself faced criticism after complaining about having only one month of vacation while others had three. Another creator, Rocío López, known for her cooking videos, lost over half a million followers after racist comments against Latin American nationalities went viral, despite her apology. Carlos García, or 'Carliyo el nervio,' also faced backlash for calling the recent solar eclipse a "smokescreen."

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This phenomenon has many facets. An important one is that the audience loses the perception of horizontality.