El imperio de los influencers en español
Why Spanish-speaking influencers reach hundreds of millions of young people — and what worries us.
Spain and Latin America are influencer superpowers. Ibai Llanos has more Twitch followers than most British TV shows have viewers. El Rubius was one of the world's biggest YouTubers when YouTube was still new. Lola Lolita has nine million TikTok fans. But behind the numbers lie real concerns about young people, mental health and what fame is doing to creators themselves.
Throughout the article, the useful Spanish words and phrases are highlighted (with their meaning in brackets). Tap the on any phrase to hear it.
Ibai Llanos, from the Basque Country, has over 15 million Twitch followers. He's known for being approachable and funny rather than glamorous.
Ibai Llanos es el streamer más popular del mundo hispanohablante.
Ibai Llanos is the most popular streamer in the Spanish-speaking world.
Hace directos sobre videojuegos, deportes y entrevistas con famosos.
He does livestreams about video games, sports and celebrity interviews.
El Rubius pioneered Spanish YouTube — at one point he had more followers than almost any English-language YouTuber.
The TikTok generation in Spain is mostly led by young women:
- Lola Lolita — 9+ million followers
- María Pombo — fashion + family influencer
- Aida Domenech (Dulceida) — pioneer of Spanish lifestyle blogging
From Latin America: Yuya (Mexico, beauty), Lele Pons (Venezuela, comedy), Domelipa (Mexico, dance).
Lola Lolita tiene más de nueve millones de seguidores en TikTok.
Lola Lolita has more than 9 million followers on TikTok.
Almost all of Spain's biggest creators have spoken openly about la salud mental:
- Pausas mentales — many take breaks to protect themselves
- La presión constante — algorithm changes, deadlines, audience demand
- Los haters — millions of cruel comments
- El agotamiento — burnout is normalised in the industry
Muchos influencers han hablado abiertamente de su ansiedad y depresión.
Many influencers have spoken openly about their anxiety and depression.
Mi influencer favorito es Ibai porque mantiene una imagen cercana y normal.
My favourite influencer is Ibai because he keeps a down-to-earth and normal image.
Me preocupa que los jóvenes se comparen con la vida perfecta que muestran las influencers.
I'm worried that young people compare themselves with the perfect life that influencers show.
Detrás de cada Instagram perfecto hay un equipo, un terapeuta y mucho esfuerzo.
Behind every perfect Instagram there's a team, a therapist and lots of effort.
Si pudiera dar un consejo a los jóvenes, sería: ver el precio detrás de la fama.
If I could give young people one piece of advice, it would be: see the price behind the fame.
El imperio de los influencers en español es enorme. Ibai Llanos tiene más de quince millones de seguidores en Twitch y Lola Lolita más de nueve millones en TikTok. Han construido marcas personales que rivalizan con grandes empresas. Por un lado, demuestran que las nuevas generaciones pueden alcanzar el éxito sin pasar por la televisión tradicional. Sin embargo, me preocupa muchísimo el impacto en la salud mental: muchos creadores han hablado abiertamente de su ansiedad y depresión. Además, los jóvenes se comparan con una vida perfecta que no existe. Si pudiera dar un consejo, sería: ver el precio detrás de la fama, no solo la fachada.
Names two real creators with specific follower counts, balances pros and cons, includes 'me preocupa muchísimo que' (subjunctive trigger), si clause — top Higher.

