YouTube® is one of the most used digital platforms, a tool that encourages potential in the marketing and promotion strategies of fashion brands, supported by youtubers and the influence they generate among the public.
The purpose of this research is to compare online prescribers (youtubers) in Spain and Ecuador. To do so, we first conducted a review of the marketing of influencers through the analysis of previous research published in journals belonging to databases considered to be of high impact. Subsequently, an interpretative-based content analysis was carried out with a review of advertising strategies embedded in each of the channels.
This study was carried out on the videos with the highest number of reproductions and likes published between 2017 and 2020, identifying the four leading youtubers in the countries under study to diagnose the following variables: organic reach, number of followers, video reproduction and interactive production resources used to generate influence and reach their target audience.
This research concludes that youtubers, both Latin American and European, specifically from Ecuador and Spain, agree on how to interact with their followers spontaneously, using a vocabulary according to their target audience, producing and publishing content, in most cases with simple editing without the intervention of animation or additional effects.
Among the countries mentioned, the difference lies mainly in the use of words specific to each locality, the decoration of the spaces, and the type of events to which they refer, which are cultural adaptations of each locality.
The influencers inspire their audience to feel empathy and interest in the language used, the exposure of everyday daily needs of girls and women, and the type of audiovisual production broadcast.