Thinkfluencer and the "Influence manager 2025 White Paper" promote a model of manager influence and emotional well-being in the digital environment.

The second edition of the "Influence manager 2025 White Paper" and Thinkfluencer, the first free tool for self-assessment of manager influence and emotional well-being of content creators, were presented in Madrid.

Both initiatives form a pioneering project that seeks to strengthen a more ethical, transparent and emotionally sustainable influencer ecosystem, in a context in which influencer marketing will reach 32.55 billion dollars by 2025 and in which more than 200 million creators generate content worldwide.

The project has been promoted by iCmedia, the University of Navarra and Conese, with the support of the European Commission through the project SIC-Spain 4.0 (Safer Internet Center Spain 4.0), co-funded by the European Unionproject: 101158532) and the Ministry of Social Rights, Consumption and diary 2030.

Patricia SanMiguel, principal investigator and manager of the project from the University of Navarra has pointed out that "the White Paper on Influence manager 2025 has meant putting in dialogue all the actors of the Influencer marketing ecosystem. It has been an opportunity to understand how a real partnership between everyone is the basis for achieving an influence manager, based on responsibility and authenticity and that takes into account the emotional well-being of content creators. The tool is the materialization of this influence manager. We have not only defined the criteria or concepts that define manager influence, but we have also developed, together with CONESE, how to measure this manager influence, also focusing on emotional well-being. Thanks to all the professionals who participated, without whom the White Paper and the self-assessment tool would not have been possible. 

Marta Pellico, vice-president of iCmedia, emphasizes that "the dialogue that has shaped this second edition shows that self-regulation, Education and multi-sector cooperation are more effective than mere vigilance. Building an ethical, transparent and emotionally sustainable influence requires that we all assume real co-responsibility. From iCmedia we will continue to promote this shared work , convinced that trust, like good communication, is built every day, with rigor, respect and purpose".

The Influence manager 2025 White Paper: a collective reflection of the sector

The Second Edition of the "Influence manager 2025 White Paper" has been the conceptual basis for the development of the self-assessment tool . The book is the result of a broad exercise of collective reflection that included more than 65 in-depth interviews with representatives of all the agents of the digital ecosystem that build influencer marketing: institutions, regulatory bodies, agencies, platforms, media, professional associations, mental health experts and content creators.

Participants include public institutions, influencer marketing organizations, regulators, media, specialized agencies, entities linked to children and youth, emotional well-being experts and content creators, among others.

The book gathers concrete contributions to guide the evolution of the sector towards a more ethical and sustainable model :

Analysis of the evolution of influencer marketing stakeholders, with special attention to new realities such as kidfluencers and virtual influencers.

2. Study of the emotional well-being of creators, which addresses the psychological pressure derived from constant exhibition , dependence on external validation, job insecurity or cyberbullying, and proposes strategies for resilience, training and design of safer digital environments.

3. Recommendations to the stakeholders of the sector to consolidate the manager influence.

4. presentation of the 2025-2026 manager Influence Indicators, which systematize criteria in three dimensions: transparency, responsibility and emotional well-being, applicable to brands, professionals and public policies.

5. Launch of Thinkfluencer as a self-assessmentinternship tool .

6. update of the ethical decalogue for influencers and content creators

A tool to measure accountability and digital well-being

Thinkfluencer financial aid content creators, agencies and brands to identify best practices, detect areas for improvement and build a community based on trust. A commitment to ethics, transparency and accountability.

The tool consists of two main elements:

1. self-assessmentquestionnaire : dynamic questionnaire that allows influencers to analyze their digital activity through two dimensions - Influence manager and Emotional well-being - and through which a personalized grade thermometer is obtained.

2. personalizedreport of recommendations that financial aid the content creator to understand how he is impacting his community and how his influence is related to his emotional well-being. It is a clear reading and internship on how the creator's influence impacts his audience and himself and provides guidelines to improve both dimensions.

A meeting with industry leaders

The presentation event, held on Tuesday, October 28, brought together core topic voices of the Digital Communication ecosystem and leading personalities in the sector, from the academic, legal and Digital Communication fields: Manuel Linares, Communication Director of El Hormiguero, Miguel Ángel Arias Carrascosa, Deputy Director General Deputy Director of Analysis and Strategy of diary 2030, Sergio Barreda, President association of Influencer Marketing Agencies of Spain (APIDE), Cristóbal Gázquez, President of Spanish Union of Creators (UEC), José Domingo Gómez Castallo, President of Autocontrol, Marta Torregrosa, Director of ISEM-University of Navarra, Marta Pellico, Vice President of iCmedia, Patricia SanMiguel, Influence manager project manager , Pilar de Castro-Manglano, Specialist in Adult, Childhood and Adolescent Psychiatry at the Clínica Universidad de Navarra and the influencer Carmen Osorio.