Spanish influencers face backlash as 'caída' trend goes viral

This summer, Spanish social media has been dominated by the 'caída de los influencers' (fall of the influencers) trend, as users express widespread fatigue with top creators. The backlash, visible across Instagram and TikTok, targets excessive advertising, uninformed opinions, and unattainable lifestyles Source: Infobae. The trend was sparked by a series of controversies involving prominent figures like Carliyo el Nervio, Fabiana Sevillano, and Roro, leading to significant follower losses Source: El Mundo.

Key controversies

• Carliyo el Nervio called the August 12 solar eclipse a "cortina de humo" (smoke screen), drawing criticism for his timing after a month in the US during the World Cup Source: Infobae.
• Fabiana Sevillano complained about having only one month of vacation, contrasting with "three months" for others, which fueled accusations of being out of touch Source: ABC.
• Roro faced backlash over past racist comments and lost over half a million followers Source: Diario Libre.
• Marta Díaz was criticized for presenting her sister in a way that seemed like a product launch Source: ABC.

The reaction

Sociologist Paulina Valencia notes that audiences lose the "percepción de horizontalidad" when influencers no longer live realistic lives, fracturing the community Source: Infobae. Some creators, like Jesús Villegas, argue the bubble has burst because influencers are "disociados de la realidad" Source: El Mundo. However, others, like David Andújar, distinguish between "divulgative" creators and "influencer por influencer," suggesting the backlash targets a specific style Source: Infobae.

What's next

While some dismiss it as a passing trend, the follower losses—Carliyo down 12,000, Natalia Palacios 22,000 in 14 days—suggest a shift Source: El Mundo. Whether this marks a permanent change or a temporary wave remains uncertain, but the industry, worth nearly €500 billion annually, is watching closely Source: El País.