Influencers and Female Sexual Health on Instagram: Strategies of Credibility, Reach, and Authority Building in Spain
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Given the historical lack of accessible information and the persistence of gender inequalities in this field, influencers have emerged in Spain on Instagram to disseminate content related to female sexual health. This study examines how these emerging figures build credibility, distribute content, and connect with their audiences. A two-phase design was implemented: first, the identification and selection of 49 influencer profiles with healthcare training and significant outreach activity; second, a structural analysis using a matrix of variables integrating identity, strategic, visual, and metric dimensions. The results show a high aggregated reach and a moderate average engagement rate (1.74%), with a predominantly female audience (93.3%) concentrated between 25 and 34 years old. Additionally, credibility appears to depend on a combination of expertise, emotional closeness, and strategies typical of influencer culture, highlighting the positive impact of verification and lifestyle-related visual elements. Therefore, female sexual health influencers are consolidating themselves as relevant agents in digital health communication, where legitimacy is constructed through the hybridization of scientific knowledge, personal branding, and emotional connection. This raises both challenges and opportunities for health literacy and the fight against misinformation.
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