The online school ESERP Digital Business & Law School held the conference “Influencer Universe: Reality and Trends in Influencer Marketing” at the end of November, given by the management team of the digital communication and marketing company The White Rabbit.
More than fifty students filled the auditorium to analyze with the agency the moment of maturity the sector is experiencing, marked by record investment that reached 125.9 million euros in 2024, a 59% increase from the previous year, according to the Advertising Investment Study by IAB Spain.
For Laura Sali Pérez, CEO of The White Rabbit, the data reflects a structural change in the way of communicating: "Influencer marketing is no longer anecdotal: it is a strategic channel. But this growth demands rigor, transparency, and reliable metrics. Brands can no longer afford 'blind' campaigns".
During the session, the speakers pointed out the risks that continue to condition the sector's credibility: content saturation, loss of trust derived from inauthentic collaborations, fee inflation, and the persistence of artificial audiences.
According to Enan López de Freitas, partner and CMO, “the problem isn't the influencer, it's the lack of judgment. The sector needs clear standards, audience auditing, and contracts that protect all parties”.
The debate featured active student participation, especially concerning micro-influencers, the growing role of UGC (User Generated Content), and the emergence of AI-generated virtual creators. For Montse Llonch Sanuy, Social Media & Influence Manager, the key lies in authenticity: “The community distinguishes what is real from what is fake. Credibility is the KPI for 2025 and what determines whether a campaign works or gets lost in the noise”.
The session is part of ESERP's academic activities program to connect students with active professionals and offer an updated view of the digital ecosystem. Both the school and the agency agreed that the challenge in the coming years will be to balance creativity, data, and ethics in a channel that continues to grow at high speed.
