Educommunication of Youtubers and Media Influencers and its Impact on Liquid Audiences on Instagram, Youtube, and Tiktok

Cesar Miguel Andrade Martinez

doi:10.2991/978-94-6463-868-4_16

Educommunication of Youtubers and Media Influencers and its Impact on Liquid Audiences on Instagram, Youtube, and Tiktok

Título traducido de la contribución: Educomunicación de Youtubers e Influencers de Medios y su Impacto en Audiencias Líquidas en Instagram, Youtube y Tiktok

Cesar Miguel Andrade Martinez

Grupo de Investigación en Psicología, Cultura y Sociedad (GIP-SYCS)

Producción científica: Contribución a una conferencia › Documento

Resumen

El objetivo del estudio fue explorar y describir la educomunicación de los youtubers e influencers de Ecuador para conocer el impacto que generan en seguidores, internautas y audiencias líquidas por redes sociales. La investigación aplicó el enfoque mixto con métodos cualitativos y cuantitativos que permitieron explorar y describir las estrategias aplicadas por influencers ecuatorianos en un contexto mediático a través de YouTube, Instagram y TikTok; la recolección de datos se dio a través de las plataformas HypeAuditor y Modash para identificar a 31.149 influencers ecuatorianos, sitios web que permitió la revisión y el análisis de cuentas y canales de los principales influencers a quienes se les contabilizó el número de seguidores, contenido publicado, porcentajes de audiencia, tipos de contenidos, servicios y productos que ofrecen en redes sociales; gracias a una encuesta a 177 internautas se logró auscultar criterios que sirvieron para conocer la percepción e intención de los influyentes personajes mediáticos y su impacto en la sociedad. Los resultados obtenidos demuestran que a pesar del constante incremento de sus seguidores, los influencers no aplican ni crean contenidos educativos y de interés social, por lo que las audiencias líquidas de redes sociales solo se limitan a leer y observar las publicaciones de sus influencers. El estudio concluye con el llamado de los internautas exigiendo mejor contenido formativo y de entretenimiento en Internet.

Título traducido de la contribución	Educomunicación de Youtubers e Influencers de Medios y su Impacto en Audiencias Líquidas en Instagram, Youtube y Tiktok
Idioma original	Inglés estadounidense
DOI	https://doi.org/10.2991/978-94-6463-868-4_16
Estado	Publicada - 2 sep. 2025
Evento	Conferencia Internacional de Comunicación y Tecnologías Aplicadas 2025 (ICOMTA’25) - CL Duración: 2 sep. 2025 → 4 sep. 2025 https://icomta.net/inicio-2/

Conferencia

Conferencia	Conferencia Internacional de Comunicación y Tecnologías Aplicadas 2025 (ICOMTA’25)
Período	2/09/25 → 4/09/25
Dirección de internet	https://icomta.net/inicio-2/

Palabras clave

Social networks
Influencers
Educommunication
Media impact
Liquid audiences

Areas de Conocimiento del CACES

413A Estudios Sociales y Culturales

Acceder al documento

10.2991/978-94-6463-868-4_16

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abstract = "The objective of the study was to explore and describe the educommunication or youtubers and influencers in Ecuador in order to know the impact they generate on followers, internet users and liquid audiences through social networks. The research applied the mixed approach with qualitative and quantitative methods that allowed exploring and describing the strategies applied by Ecuadorian influencers in a media context though YouTube, Instagram and TikTok; data collection was given though the HyperAuditor and Modash platforms to identify 31.149 Ecuadorian influencers, websites that facilitated the review and analysis of accounts and channels of the main influencers whose number of followers were counted; thanks to a survey 177 internet users, criteria were obtained that served to know the perception and intention of the influential media personalities and their impact on society. The results obtained show that despite the constant increase of their followers, influencers do not apply or create educational content and social interest, so the liquid audiences of social networks are only limited to real and observe the publications of their influencers. The study concludes with the call of Internet users demanding better educational and entertainment content on the Internet.",

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AB - The objective of the study was to explore and describe the educommunication or youtubers and influencers in Ecuador in order to know the impact they generate on followers, internet users and liquid audiences through social networks. The research applied the mixed approach with qualitative and quantitative methods that allowed exploring and describing the strategies applied by Ecuadorian influencers in a media context though YouTube, Instagram and TikTok; data collection was given though the HyperAuditor and Modash platforms to identify 31.149 Ecuadorian influencers, websites that facilitated the review and analysis of accounts and channels of the main influencers whose number of followers were counted; thanks to a survey 177 internet users, criteria were obtained that served to know the perception and intention of the influential media personalities and their impact on society. The results obtained show that despite the constant increase of their followers, influencers do not apply or create educational content and social interest, so the liquid audiences of social networks are only limited to real and observe the publications of their influencers. The study concludes with the call of Internet users demanding better educational and entertainment content on the Internet.

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