ABSTRACT
The phenomenon of user-generated content and influencers is having a revolutionary effect in digital marketing. Users spend more and more of their time on social networks while traditional media are witnessing the collapse of their business. The following pages contain an analysis of the rise of content created and distributed by users on different platforms. These creators have become powerful, however, at the same time, the power of the platforms themselves is growing and the former have become vulnerable in the face of the strategic decisions taken by the giants of the net. We reflect upon the relationship between influencers and social networks, paying particular attention to YouTube and Instagram, as well as key aspects related to marketing. In addition, the analysis carried out in this chapter takes into account the problems derived from the myths of sharing and the problems of amateur work, finishing up with a consideration of the future of the power of platforms.
