In a natural way, relevant people, icons of action, image or behavior can express opinions, thoughts, show situations, moments, etc., to their followers, transferring a clear influence that will be positive as long as it is built from credibility. They generate a large amount of reactions, comments and debates about each publication, creating a social interaction, debate and new stories (engagement). They are an accessible and effective system to disseminate branded content and  reach a young, active and open audience.