{"id":255,"date":"2026-08-31T20:28:48","date_gmt":"2026-08-31T20:28:48","guid":{"rendered":"https:\/\/labcsd.cl\/cms\/es\/proyectos-e-investigacion\/content-creators-and-the-field-of-advertising\/"},"modified":"2026-09-08T14:24:13","modified_gmt":"2026-09-08T14:24:13","slug":"content-creators-and-the-field-of-advertising","status":"publish","type":"proyecto","link":"https:\/\/labcsd.cl\/es\/proyectos-e-investigacion\/content-creators-and-the-field-of-advertising\/","title":{"rendered":"Content Creators and the Field of Advertising"},"content":{"rendered":"<p>Carlos is a thirty-four-year-old university lecturer based in Santiago, Chile. He started creating content online\u2014specifically on a blog\u2014to share his interest in fashion, commenting on garments and trends. Dur-ing that time, he built an audience online that followed his content, providing comments and sometimes sharing on social media. One day, he received an email from an advertising agency inviting him to pro-mote a brand of men\u2019s clothing. The requirement consisted of sharing a press release on his blog about the brand\u2019s new collection and taking pictures modeling different clothes. The agency\u2019s idea was to give Car-los an opportunity to share his experience with the clothes by writing a review on his blog and social media. In compensation, he received a set of pants, shirts, and socks as a gift. Carlos was happy about this proposal, because it was an opportunity to convert his hobby into a more profes-sional activity, receiving products for free. He knows that he will not receive payment for this activity now, but it works as a point of entrance for future deals. During our conversation, he still was surprised about that email: \u201cWhy me?\u201d he constantly asks. Then that surprise evolved into confidence, having a clear idea about the reason why brands are interested in people like him: \u201cAs content creators, we are offering a real experience with products. I have talked personally with advertis-ing agencies. . . . Brands hire agencies, and then agencies contact us to promote those brands. Even though agencies can hire \u2018celebrities\u2019 that give more visibility to brands, they also are looking for YouTubers, blog-gers, and Instagrammers because w<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carlos is a thirty-four-year-old university lecturer based in Santiago, Chile. He started creating content online\u2014specifically on a blog\u2014to share his interest in fashion, commenting on garments and trends. Dur-ing that time, he built an audience online that followed his content, providing comments and sometimes sharing on social media. One day, he received an email from [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","linea_investigacion":[27],"tema":[44,69,68],"class_list":["post-255","proyecto","type-proyecto","status-publish","hentry","linea_investigacion-creadores-de-contenido","tema-creadores-de-contenido","tema-industria-de-medios","tema-publicidad"],"acf":[],"_links":{"self":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/proyecto\/255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/proyecto"}],"about":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/types\/proyecto"}],"wp:attachment":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/media?parent=255"}],"wp:term":[{"taxonomy":"linea_investigacion","embeddable":true,"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/linea_investigacion?post=255"},{"taxonomy":"tema","embeddable":true,"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/tema?post=255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}