Influencers have positioned themselves as opinion leaders capable of influencing large social groups, extending their presence to areas such as education. Instagram is one of the most consolidated social networks focused on the image where citizens interested in educational areas can find information from specialized channels on this topic. The purpose of this study is to analyze, during the period of confinement by COVID-19, the use of Instagram by educational influencers to consolidate their channel in new audiences, influence through interaction with their followers and create their transmedia production. Using a mixed methodological approach, a descriptive analysis of a sample of 810,200 users and a content analysis of 13 profiles of educational influencers is applied. The results show educational influencers as true experts in the use of Instagram, managing visually pleasing and harmonious profiles for new audiences. These influencers reach a large number of users, mostly women between the ages of 25 and 45 with an interest in “motherhood” on the platform. Educational influencers use digital marketing codes in their social networks, with a communicative style adapted to this type of space that seeks to increase the interaction and participation of new audiences and, as a consequence, economic profitability. There is a high number of influencers whose objective is to share educational resources, using their accounts as showcases for their transmedia educational production and for the sale or promotion of their productions and creations.

El objetivo de esta investigación es analizar, desde la perspectiva de las familias, la brecha en el uso, acceso y calidad de uso en el desarrollo del aprendizaje del alumnado de Educación Primaria durante el confinamiento por la Covid-19. La metodología utilizada es mixta, analizando la brecha digital de uso, acceso y calidad de uso, de las familias mediante un cuestionario con 1228 participantes y una entrevista semiestructurada que ha contado con 20 participantes. Entre los resultados destaca el perfil de familias muy implicadas con la formación de sus hijos/as, con suficiencia de medios para poder hacer frente a los modelos de Educación a distancia. Al analizar las características sociales de las familias se encontraron diferencias significativas en las tecnologías digitales y en la conciliación familiar atendiendo al número de hijos/as de la unidad familiar. El acceso a contenidos educativos complementarios varía según la edad de los padres, su formación académica o el área profesional. El seguimiento de la web del Gobierno “aprendo en Casa” muestra diferencias atendiendo al tipo de institución educativa. Estos datos permiten vislumbrar la existencia de brecha digital en la educación a distancia en España, donde las diferencias sociales impiden el desarrollo de una educación inclusiva.

In recent decades, the incipient technological development has generated a radical change in the way people access and transmit knowledge. Educational institutions must have a teaching staff adapted to new forms of consuming information. The purpose of this research is to know the media competence of Spanish teachers, from the perspective of families of schoolchildren in primary education. This analysis is based on the investigation published by 50 renowned international experts in media competence, which revolves around six major dimensions. In our analysis, we focused on the processes of interaction, production, and dissemination of content by teachers on YouTube. A questionnaire has been devised with a sample formed by 1228 families, a personal interview with a sample formed by 20 families, and a comparative analysis of the productions and interaction of amateur teachers on YouTube platform and of recognized “edutubers,” as well as the use given to the dissemination of content on social networks. In the results obtained, the profile of a teaching staff that is increasingly disseminating and producing on social networks stands out, becoming content creators through their own YouTube channels, which also proposes tools for an interaction adapted to the centennial generation, using different digital communication tools. Differences were found comparing the three dimensions involved in this analysis, with teachers obtaining more positive evaluations as producers and as interactors in private schools than in subsidized and public schools. Likewise, differences were found between nano-influencers and macro-influencers in the use of aesthetic elements that make up the videos analyzed among the “edutubers.”