[en] Social networks have become an effective and less intrusive communication channel than traditional ones, through which fashion brands have found a way to transmit various types of messages to their audiences through collaboration strategies with influencers. Influencer marketing is encompassed within a constantly changing context where the figure of the content creator, as well as its categorization, the types of collaboration between firms and prescribers, and the fees that are negotiated, are not static concepts, but are they adapt to the framework where they are executed. The fashion sector and influencer marketing feed off each other. The most well-known influencers in Spain are dedicated to fashion and lifestyle content, while social networks provide the industry with a tool with metrics that allow greater precision in segmentation, a much broader reach, optimization of the budget invested and precision in measuring results. The proliferation of new platforms, and functionalities within them, encourages companies to adapt their content and language, as well as to be pioneers in the detection and implementation of new trends: content in short video format, authenticity, or spontaneity versus content extremely prepared. Instagram is positioned as the main option for fashion while TikTok is becoming more and more relevant. The objective of the present work is focused on clarifying the role played by influencer marketing as a communication tool in fashion brands, on the social networks of Instagram and TikTok. It also analyses how influencer marketing will adapt in the future to new platforms. These objectives are addressed by carrying out a review of the literature, market studies published on influencer marketing and conducting research based on the analysis of content framed within published influencer marketing campaigns by the considered best influencers 2022 according to Forbes magazine and ten brands with different profiles. The field work was complemented with the design and conduct of interviews with three actors involved in the sector: experts in influencer marketing; content creators; and heads of the marketing department of fashion companies. The research allowed us to conclude that influencer marketing is a tool that reports great effectiveness to fashion brands, since it allows segmenting the public and monitoring the results better than traditional media, as well as the power of influence of these influencers over their followers. Influencer marketing has positioned itself as a point of reference for audiences, knowing how to adapt to the new functionalities of emerging platforms and apps. Brands and influencers approach the creation of content in a heterogeneous way, adapting them to their audience. The future of fashion communication is linked to the evolution of influencer marketing in the new social networks

[gl] As redes sociais convertéronse nunha canle de comunicación eficaz e menos intrusiva que as tradicionais, a través da cal as marcas de moda atoparon a maneira de transmitir diversos tipos de mensaxes ao seu público mediante estratexias de colaboración con influencers. O marketing de influencia está englobado nun contexto en constante cambio onde a figura do creador de contidos, así como a súa categorización, os tipos de colaboración entre firmas e prescriptores, e a as tarifas que se negocian, non son conceptos estáticos, senón que se adaptan ao marco onde se executan. O sector da moda e o marketing de influencia aliméntanse mutuamente. Os influencers máis coñecidos en España dedícanse aos contidos de moda e estilo de vida, mentres que as redes sociais proporcionan ao sector unha ferramenta con métricas que permiten unha maior precisión na segmentación, un alcance moito máis amplo, optimización do orzamento investido e precisión na medición dos resultados. A proliferación de novas plataformas, e funcionalidades dentro delas, anima ás empresas a adaptar os seus contidos e linguaxe, así como a ser pioneiras na detección e implantación de novas tendencias: contidos en formato de vídeo curto, autenticidades ou espontaneidade fronte a contidos extremadamente elaborados. Instagram sitúase como a principal opción para a moda mentres que TikTok é cada vez máis relevante. O obxectivo do presente traballo céntrase en clarificar o papel que xoga o influencer marketing como ferramenta de comunicación nas marcas de moda, nas redes sociais de Instagram e TikTok. Tamén analiza como se adaptará no futuro o marketing de influencia ás novas plataformas. Estes obxectivos abórdanse realizando unha revisión da literatura, estudos de mercado publicados sobre marketing de influencia e a realización dunha investigación baseada na análise de contidos enmarcados dentro das campañas de marketing de influencia publicadas polos considerados mellores influencers 2022 segundo a revista Forbes e dez marcas con distintos perfís. O traballo de campo complementouse co deseño e realización de entrevistas a tres actores implicados no sector: expertos en marketing de influencia; creadores de contidos; e, xefes do departamento de marketing das empresas de moda. Esta investigación permitiu concluír que o marketing de influencia é unha ferramenta que reporta unha gran efectividade ás marcas de moda, xa que permite segmentar o público e controlar mellor os resultados que os medios tradicionais, así como o poder de influencia destes influencers sobre os seus seguidores. O marketing de influencers posicionouse como un referente para as audiencias, sabendo adaptarse ás novas funcionalidades das plataformas e apps emerxentes. As marcas e influencers abordan a creación de contidos de forma heteroxénea, adaptándose á súa audiencia. O futuro da comunicación de moda está ligado á evolución do marketing de influencia nas novas redes sociais.