Influencers in quarantine: Adaptation of their contents and production formats

ABSTRACT

This paper describes the changes in the content and production formats of Peruvian influencers in the context of the COVID-19 pandemic. Based on semi-structured interviews it was found that the process of adaptation was fast and consistent with their personal brand and style, taking into account originality and authenticity. Likewise, they assumed their social role as experts in a specific field, approaching the needs of their followers, and renewing their bonds with them based on relevant information. © 2021 AISTI.