Sergio Barreda: “Influencers are not advertising media, they are channels of trust”

Sergio Barreda, CEO of influencer marketing agency Keepers, recently shared his perspective on the evolution of influencer marketing in Spain in the latest episode of TechTalk, Skiller Academy’s programme focused on innovation, marketing and technology.

Joined by José Luis Cáceres, CEO of NWC10 and Bit2Me, Sergio explored how trust has become the most valuable asset for brands, creators and Web3 communities. During the conversation, he underlined that influencers should no longer be viewed as simple advertising media,

“Their strength comes from within, through their own production and a direct relationship with their audience,” he explained. “

According to the CEO of Keepers, one of the most common mistakes brands make is treating influencers in the same way as traditional media. For Sergio, the key lies in organic integrations that respect the creator’s tone and community, reflecting the creative influence that defines Keepers’ approach.

He also stressed the importance of combining different formats within a comprehensive marketing strategy. Short-form video, such as Reels or TikToks, is ideal for generating discovery, while longer content on YouTube or podcasts helps consolidate the relationship with the audience and encourage conversion.

Influencer marketing in figures

Influencer marketing in Spain is now valued at more than €150 million and continues to grow at double-digit rates. Brands are allocating increasingly larger budgets to this channel, in some cases even surpassing investment in traditional media. However, the most common mistake remains expecting immediate sales results from campaigns designed primarily for brand awareness.

According to Sergio, the solution is to define clear objectives and KPIs that measure not only reach and recall, but also attribution and brand lift.

In both marketing and finance, trust is built over time, through consistency and verifiable data. The future will belong to those who understand that trust cannot be bought: it is built through method, authenticity, and consistency, principles that define Keepers’ creative influence.