Production and Profile of Spanish Senior Influencers on Instagram

The purpose of our research is to determine the presence of Spanish senior instagram-mers, as well as to analyse the areas in which they exert influence. To achieve this objective, we used an exploratory qualitative methodology through content analysis to study the characteristics of the production of the 12 profiles of senior influencers with more than 100,000 followers. The results of the research indicate that the production of senior influencers is characterized by a markedly different digital marketing strategy. On the other hand, professional routines such as regularity in the frequency of publication, the quality and creativity of the posts and the close relationship they maintain with their followers are also evident.