“Hola Followers!” A YouTube Content Analysis of Female Fashion Influencers in Spain and Ecuador

What is this article about?

This article presents a comparative analysis of the eight leading female fashion influencers on YouTube from Spain and Ecuador, examining their most viewed videos to uncover discursive strategies, aesthetic elements, and brand integration tactics. The study uses a mixed-methods approach based on a validated Delphi technique, analyzing 40 videos across six dimensions: interactivity, content, images, characters, advertising, and production.

Why is it important?

This article explains that influencers act as brand intermediaries who shape purchasing decisions through personalized narratives and amateur aesthetics. In a media ecosystem dominated by authenticity and parasocial relationships, understanding how influencers build engagement and trust is critical for digital marketing and fashion communication.

Key Findings: What do influencers do on YouTube?

1. Interactivity and engagement

• Ecuadorian Cristina Huera leads in followers and engagement, surpassing even Spain’s Aida Doménech.

• Interactions include likes, comments, and shares, with Ecuadorian creators often outperforming Spanish counterparts.

2. Discursive strategies

• Use of catchphrases and personal greetings like “Hola preciosos” or “Hola mis Pavlovers” helps build brand identity.

• Humor, empathy, and lifestyle tips dominate the narrative tone.

3. Brand integration

• Brands appear visually and verbally, with varying degrees of subtlety.

• Spanish YouTubers focus more on personal branding (e.g., Marta Riumbau’s “Mush&Bombon”).

• Ecuadorian influencers frequently mention and display brands directly, especially Maylin Rodríguez, who features U.S. brands like MAC and Maybelline.

Advertising Style: Subtle vs. Explicit

• Spain: Influencers often integrate brands indirectly through giveaways, unboxings, and sponsorship acknowledgments.

• Ecuador: Influencers directly name and show products, sometimes offering discount codes or affiliate links.

Video Production and Aesthetic

This article explains that both groups maintain a natural, amateur style to reinforce authenticity:

• Home-based settings dominate.

• Lighting is natural, sometimes using filters.

• Shots are basic: general, close-up, and American shot types.

FAQs

Q: What makes Ecuadorian influencers stand out?
A: Higher follower counts, more direct brand mentions, and higher engagement despite limited access to monetization tools.

Q: Are Spanish influencers more professional?
A: Slightly. They often focus on personal brands and collaborate with global fashion houses, but maintain a casual aesthetic.

Q: What genres dominate their videos?
A: Fashion hauls, makeup tutorials, lifestyle tips, and humorous content.

Q: What’s the key to influencer impact?
A: Emotional connection, symbolic closeness, and informal but effective advertising techniques.