Health foodies as health, gastronomic, and advertising influencers

Objectives: to analyze the content published by leading Spanish health foodies in order to find out how they use Instagram from a gastronomic and advertising point of view, as well as the degree of engagement they achieve with their social audience.

Methodology: a content analysis is conducted of 1174 Instagram posts from six Spanish health foodies over fifteen days. The study is carried out from three perspectives: the engagement achieved with their activity, the presence of gastronomic elements and the insertion of brands, products, and services in the content disseminated.

Results: it was detected that a higher number of followers does not imply a higher degree of engagement with the social audience and vice versa, that they do not only promote brands related to food and gastronomy, and that vegan and savoury food takes precedence over other eating styles.