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Article

Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance

Department of Didactics, School Organization and Special Didactics, National University of Distance Education, 28040 Madrid, Spain
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Academic Editors: Belén Puebla-Martínez, Jorge Gallardo-Camacho, Carmen Marta-Lazo, Luis Miguel Romero-Rodríguez and Alexandre López-Borrull
Publications 2021, 9(4), 43; https://doi.org/10.3390/publications9040043
Received: 29 June 2021 / Revised: 5 September 2021 / Accepted: 21 September 2021 / Published: 25 September 2021
Influencers have positioned themselves as opinion leaders capable of influencing large social groups, extending their presence to areas such as education. Instagram is one of the most consolidated social networks focused on the image where citizens interested in educational areas can find information from specialized channels on this topic. The purpose of this study is to analyze, during the period of confinement by COVID-19, the use of Instagram by educational influencers to consolidate their channel in new audiences, influence through interaction with their followers and create their transmedia production. Using a mixed methodological approach, a descriptive analysis of a sample of 810,200 users and a content analysis of 13 profiles of educational influencers is applied. The results show educational influencers as true experts in the use of Instagram, managing visually pleasing and harmonious profiles for new audiences. These influencers reach a large number of users, mostly women between the ages of 25 and 45 with an interest in “motherhood” on the platform. Educational influencers use digital marketing codes in their social networks, with a communicative style adapted to this type of space that seeks to increase the interaction and participation of new audiences and, as a consequence, economic profitability. There is a high number of influencers whose objective is to share educational resources, using their accounts as showcases for their transmedia educational production and for the sale or promotion of their productions and creations. View Full-Text
Keywords: Instagram; educational influencers; communication; social media; new audiences; transmedia production; digital marketing; descriptive analysis; content analysis; social networks Instagram; educational influencers; communication; social media; new audiences; transmedia production; digital marketing; descriptive analysis; content analysis; social networks
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MDPI and ACS Style

Gil-Quintana, J.; Vida de León, E. Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance. Publications 2021, 9, 43. https://doi.org/10.3390/publications9040043

AMA Style

Gil-Quintana J, Vida de León E. Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance. Publications. 2021; 9(4):43. https://doi.org/10.3390/publications9040043

Chicago/Turabian Style

Gil-Quintana, Javier, and Emilio Vida de León. 2021. "Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance" Publications 9, no. 4: 43. https://doi.org/10.3390/publications9040043

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