Evaluation of the performance of health influencers' profiles and their perception and impact among young people

Abstract

Introduction: The consumption of social media and content created by influencers is increasing, and the time spent on these new media continues to grow. Influencers use these platforms to share content and motivate their followers, influencing their purchasing decisions and transforming marketing. The objective of this work is to understand the performance (reach and engagement) of health influencers profiles and the impact and perception of their communications among young people. Methodology: A dual quantitative methodology was used, developed in two phases. The first phase was based on secondary data provided by the web analysis tool Fanpagekarma, and the second phase was conducted with surveys of 154 young students from the Degree in Advertising and Public Relations. Results: The study shows that health influencers on Instagram, such as @marianrojasestape and @marioalonsopuig, have a large number of followers and generate high engagement. Profiles that post more frequently, such as @farmaceuticofernandez, tend to have more interactions. Surveys reveal that 89% of young people follow these influencers, valuing their content as useful and trustworthy. Additionally, 88,3% have followed some recommendations from these influencers, mainly in areas such as mental health and physical exercise. Discussion: The results highlight the importance of consistency and quality of content to maintain engagement. The positive correlation between perceived usefulness and trust in the profiles underscores the need to maintain high standards of accuracy and relevance. However, the risks of spreading unverified information must be considered, emphasizing the importance of ethics and responsibility in health communication. Conclusions: Health influencers play a significant role in health education and the promotion of healthy habits among young people. Their ability to generate engagement and trust makes them key allies in public health communication. It is essential that both content creators and consumers maintain a critical and responsible approach to using these platforms.