In a short span, the word influencer shifted from a rough idea to a recognizable label tightly linked to a new kind of public presence. It became a platform for presenting arguments and opinions on social media, and viral moments quickly defined the era. Early references to this phenomenon appeared across the internet, as generations embraced a leadership style led by TikTok creators. In those early days, questions about the sustainability of this rise began to surface, and names like Maria Pombo surfaced as emblematic figures in a market still taking shape across magazines and online portals dedicated to this new dynamic.
Beloved by some and controversial to others, the rise of influencers marked a shift in how influence is measured. The expanding universe of followers numbers in the tens of millions, and when five leading TikTok profiles are considered, the reach they command rivals traditional media. These creators not only disrupted other digital voices but also matched, and in some cases surpassed, the visibility of celebrities in cinema, fashion, and sport on a global scale.
TikTokers Challenge Instagram’s Influencers: Evolution or Obsolescence
lola lolita
Born in Alicante in 2001, Lola Lolita stands out as one of the most established faces in this new wave of influencers. If anyone missed the moment, a viral clip of Luca Dazi announcing a campaign helped Lola Lolita gain a nickname that spread across social networks. Her rise mirrors a broader trend where a single moment can propel a creator into the mainstream.
Her path has included collaborations with major brands and crossovers into campaigns with well known figures. She has moved from local campaigns to global brands, dancing alongside celebrities and becoming a recognizable voice in the influencer community. Lola Lolita’s momentum is a testament to how quickly a creator can scale in today’s digital environment.
- Instagram: 3 million followers
- TikTok: 11.2 million followers
Mar Lucas
This 21-year-old Catalan creator from Sitges has broadened his reach by venturing into music alongside his online presence. In a recent interview, he explained that his goals evolved as he moved from short videos to original music projects. A debut track released in mid-2023 marked his entry into the music scene, often performed on international stages to enthusiastic audiences across the region.
His growth is reflected by the following metrics: Instagram 2.5 million followers and TikTok 14.9 million followers, underscoring a durable expansion beyond purely visual content into musical expression that resonates with a wide audience.
- Instagram: 2.5 million followers
- TikTok: 14.9 million followers
Nil Ojeda
Nil Ojeda embodies a direct, in-the-moment approach to content creation. A 24-year-old Catalan creator with a global footprint, he embraces live experiences and bold challenges, often testing limits in public settings. His content spans from everyday realism to high-energy stunts, sometimes featuring trips to matches or creative experiments that reveal a fearless approach to social media life. His journey began on platforms such as YouTube, with new projects and collaborations following over the years.
Beyond individual videos, Ojeda has built programs and a brand presence, including a show titled Beef War, involvement with an esports team, and his own clothing line. His audience across platforms reinforces the idea that authentic, entertaining content can translate into entrepreneurship in the digital age.
- Instagram: 1.5 million followers
- TikTok: 3.4 million followers
Marina Rivers
Marina Rivers, a Madrid-born creator, has pursued a strategy of resilience and adaptability in a fast-paced digital landscape. While her online presence is strong, she also takes on high-profile events, including competitive moments that showcase her ability to perform under pressure. This blend of content and competition has helped her reach a broad audience while maintaining a distinct voice that fans recognize across platforms.
As she balances university studies with brand collaborations, Rivers continues to engage audiences with a mix of advocacy, fashion, and lifestyle content. Her reach remains robust, supported by collaborations with major brands and a steady stream of relatable posts that reflect her personal journey.
- Instagram: 1.9 million followers
- TikTok: 7.3 million followers
Angela Marble
A fashion-focused creator from Girona, Angela Marble stands among the current leaders of the TikTok generation. Her dance routines and trend-based videos have become a daily staple on platforms like TikTok and Instagram, and she frequently collaborates with brands in the fashion and beauty sectors. Marble also engages in campaigns aimed at promoting positive mental health and wellness, using her platform to encourage a mindful and balanced approach to online life.
Her distinctive style and consistent output have garnered a loyal following, with fans eager for fresh daily content. Marble’s trajectory illustrates how a creator can cultivate a recognizable aesthetic while expanding into brand partnerships that enhance visibility and reach.
- Instagram: 2.1 million followers
- TikTok: 6.8 million followers