The power of a surname: when the family business is being an 'influencer' The most popular profiles on social networks project their visibility and influence on brothers, brothers-in-law, parents... who end up also becoming content creators.

“This, in the end, is still a profession and a business for the influencers who are part of the family because they know it works. It is a new digital version of what gossip magazines have always represented,” says Fátima Martínez, specialist in marketing and social networks.