Influencers are individuals who have the power to affect the purchasing decisions and behaviors of others due to their authority, knowledge, position, or relationship with their audience. Typically active on social media platforms, influencers create content that resonates with their followers, and they often collaborate with brands to promote products or services. Their impact stems from their perceived authenticity and ability to connect with their audiences on a personal level. Influencers can vary widely in terms of their reach, from macro-influencers with large followings to micro-influencers with smaller, more niche audiences. The influencer marketing industry has grown significantly as brands recognize the value of social proof and targeted communication in engaging consumers effectively.
Koldo Royo, a renowned chef and social media star, captivates audiences on Supervivientes and is fondly known as the 'abuelete de TikTok'. He began his culinary journey in San Sebastián,…