Eco-Influencers on Instagram: Content or Fandom?

What is it?

Eco-influencers are social media personalities who promote sustainable lifestyles, often blending activism with product advertising. On Instagram, they have emerged as powerful voices in digital environmental communication.

Why is it important?

This article explains that engagement with eco-influencers often depends more on celebrity appeal than on ecological messages. According to the research of Castillo-Abdul, Romero-Rodríguez, and Fernández-Rodríguez, even when promoting sustainability, emotional appeal and personal branding often overshadow the activist content.

Key Findings from the Study

Method and Scope

A quantitative content analysis was conducted on 187 posts by five eco-influencers from the UK, USA, Spain, Peru, and Belgium. The study sought to understand what types of content generate the most likes, positive comments, and engagement.

What Drives Engagement?

The main findings indicate:

• Carousels generate more engagement than reels or videos.

• Over 56% of posts were sponsored.

• The most popular posts focus on personal life, spirituality, or political activism.

• Followers engage more with the influencer’s persona than with eco-messages.

The Profiles: From Celebrities to Activists

Evanna Lynch (UK)

• Former Harry Potter actress.

• Most interactions linked to fandom, not environmentalism.

• Promotes spirituality and veganism.

• Runs a cruelty-free brand: Kinder Beauty Box.

Vanesa Lorenzo (Spain)

• Model and yoga promoter.

• Content revolves around motherhood, nature, and luxury lifestyle.

• Less direct engagement with environmental activism.

Lauren Singer (USA)

• Pioneer of the #ZeroWaste movement.

• Content includes DIY recipes, UN campaigns, and secondhand fashion.

• High credibility, low personal exposure.

Marina Testino (Peru/USA)

• “Artivist” blending fashion and environmental messages.

• Political activism (e.g., Amazon conservation) attracts high engagement.

Marta Canga (Belgium/UK)

• Focuses on veganism and sustainable fashion.

• Posts about personal milestones and social critiques (e.g., Black Friday) perform best.

What Type of Content Works Best?

Post Format

• Carousels: Highest engagement.

• Videos: Preferred format for sponsorship.

• Photos: Common but average in interaction.

Content Focus

• Personal life and political advocacy lead to higher likes and comments.

• Authenticity, even when marketed, increases trust and engagement.

FAQs

Are eco-influencers authentic activists?
Many blend activism with branding. While some prioritize environmental education, others leverage their fame to amplify personal narratives.

Why do carousels outperform videos?
Carousels allow for richer storytelling and are easier to engage with than video content, especially when users skim content quickly.

Does follower count matter?
Yes. The study found a strong correlation between number of followers and positive interactions, often independent of content quality.

Final Thoughts

This study confirms that engagement is complex, often shaped by social capital, celebrity status, and emotional storytelling more than by pure environmental commitment. Future research should examine the ethical balance between advocacy and marketing in the eco-influencer space.