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Influencer marketing has become a persuasive tool of great relevance and impact to promote and persuade digital audiences about brands, products and services. Video on demand (VOD) platforms such as Netflix not only create their own profiles, also use the channels of part of their creative, artistic and/or technical team to promote their series, while at the same time using the channels created by fans who have become prosumers. This article uses exploratory and descriptive content analysis to investigate the use of influencer marketing by the 76 actresses and 63 actors (139) of the 16 Spanish series released in 2022 on Netflix, as well as the formal characteristics of the 250 promotional posts about the series they star in. It was found that the posts are mostly published on weekdays (Fridays), are originals by the artistic team of the series, predominantly photographs and photo albums in which actresses and actors appear in choral form, do not rate the series, use part from episodes, timidly disseminate the visual identity of the platform and the series itself, but do quote the platform in their copy. It is striking that the dissemination of the premiere date of the series does not predominate, nor is audience participation encouraged through interactive questions. Nor do they identify the advertising-promotional nature of their activity on Instagram. [ABSTRACT FROM AUTHOR]

Given the proof changes detected in the communicative outlook in general and advertising activity storytelling has become a booming format that is progressively becoming more relevant in the branding strategy of Spanish advertisers. This article uses both the quantitative and comparative analysis of interactions and visualizations to investigate the engagement and scope of online audiovisual advertising, as well as content analysis to identify the compositional and narrative elements that contribute to its virality. The sample used is composed of the ten ads most viewed in YouTube Spain during the year 2016 according to Google and Adweek. The results show that brand stories tend to move away from commercial and advertising, to tell us stories impregnated with intangible values and it is these storytellings that encourage the feeling between brand and user. [ABSTRACT FROM AUTHOR]