Honesty or Fakery? Feminism as a strategic focus for brands on Instagram

Abstract

Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.