The end of the neutral influencer: Can you stay relevant if you never share an opinion?

The latest survey on social trends published by Spain’s Center for Sociological Research (CIS) last December indicated that the internet and social media were the most influential factors in shaping political opinions and decisions for 30.4% of Spaniards over the past two years. They are followed by television (28.8%) and political candidates (23.6%).

What we see on our cell phone screens matters a great deal because its impact on the real world has increasingly powerful consequences. Therefore, it is not surprising that in a turbulent present, with issues such as the invasion of Iran, the genocide in Gaza, and the rise of governments with authoritarian tendencies, the debate about whether content creators, many of them internet stars, should take a stand and express their opinions on certain topics has intensified.

The differing views among industry professionals, and even among creators themselves, highlight the complexity of an issue with many possible interpretations.

For Paloma Miranda, CEO of Grupo GO, a company specializing in influencer marketing that includes several talent agencies, “a content creator is still a person with values, a community, and responsibilities. If their personal brand is built on authenticity, it’s logical that, at certain times, they feel the need to take a stand.”

But she adds: “However, not all profiles have the same role or the same type of relationship with their audience. An entertainment or lifestyle profile shouldn’t feel obligated to comment on everything if they don’t want to.”

Lola Lolita, one of the most followed TikTokers in Spain and a role model for many Gen Zers, replied along the same lines when asked a few months ago by the website Código Nuevo about whether or not to take a stand on social media: “I don’t. But I think it’s always good to have X profiles that are spokespeople in that area and can also raise awareness and amplify their voices on social media,” she said.

Opportunism and fear of hate messages

Unlike “digitally anonymous” individuals (if anonymity even exists in a space where we all leave a traceable footprint), content creators have a voice that is heard by thousands, in some cases millions of people. Does their opinion carry the same weight as that of a teacher, an electrician, or a nurse? Of course it does, but what a content creator expresses has an impact that goes beyond their words: they speak directly to an audience, can shape public opinion even if they don’t intend to, and can influence current issues. This is also one of the reasons why many creators prefer to keep their views private, as they don’t see themselves as experts.

“Not everyone feels sufficiently informed or comfortable speaking about international politics or human rights in public, and I think that’s okay.” Says Miranda. “There’s too much methodology in today’s world, and the noise means that authoritative voices carry less weight than before.”

Elba Saavedra, an influencer marketing specialist with over 10 years of experience working for brands and content creators, offers a similar perspective but highlights the opposite problem: when people offer opinions on everything without any real understanding. “The immediacy of the online format often seems to force people, whether they’re an influencer or not, to express their opinions without sufficient knowledge or context,” says Saavedra. “And that’s the perfect breeding ground for hoaxes, misinformation, and the absurdities we see on social media.”

In Saavedra’s opinion, “fear of public ridicule” is one of the reasons why many influencers choose not to express their views on topics outside their usual areas of expertise. “It doesn’t matter if the cause you’re defending is extremely important — whether you’re trying to protect a vulnerable group, such as children, or whether it transcends ideological debate,“ she says. ”There will always be someone willing to disrespect your point of view and ridicule and condemn you for it. If hostility among anonymous social‑media users is already simmering, adding a content creator into the equation pushes things toward very dangerous territory.”

And this already complex equation becomes even more complicated when opportunism takes the shape of a story or a post.

“What do we mean by taking a stand? Uploading a story condemning something literally?” Asks Rocío Centeno, content and influence strategist at Hava. “That’s all well and good, but if that discourse or purpose doesn’t permeate your work, your storydoing... Then don’t bother with the story. We’ve crucified people for not posting a text supporting a cause when they’d spent years demonstrating that stance through their actions, while we’ve applauded an opportunistic post that doesn’t translate into anything tangible. As a community, we must also develop that critical sense, drawing the line between what is desirable and what is required.”

Stylist, fashion communicator, and content creator Erea Louro (@erealouro) has been working as an influencer for years and says she struggles to “understand the idea that a content creator should live in a kind of neutral bubble, as if they weren’t part of the world.” Sticking to a planned posting schedule when a major event has unfolded around you is difficult to comprehend. Just as brands (or institutions) on social media adapt their content to current events to avoid offending sensibilities, a content creator should also take this into account.

Centeno agrees, pointing out that “in tragic situations like those we’ve recently experienced, I think it’s important to have sound judgment and common sense. For example, with hundreds of people missing in a natural disaster, it’s not urgent to post a GRWM [get ready with me]. And this shouldn’t need explaining.”

For Louro, “the key lies in freedom. Freedom to speak and freedom not to. But also in consistency: if you build your community on closeness and trust, you can’t disappear when reality becomes uncomfortable. It’s not about having an opinion on everything, or turning a fashion profile into a news report, but rather about accepting that communicating implies responsibility.”

According to Louro, the debate also seeps into “private conversations among creators,” some of whom avoid taking the stance they would like to take out of fear of how social‑media users might react.

“Social media amplifies any stance: it leads to criticism, unfollows, aggressive messages, and even insults,” says Louro. “Not everyone is willing or prepared to manage that level of exposure. Furthermore, the digital environment is very binary. Sometimes there is no room for nuance, and any attempt at reflection can be interpreted as lukewarm or radical, depending on who reads it. This creates a certain self-censorship. I think some creators would like to be able to express their opinions more naturally, but they feel they must measure every word because the emotional cost can be high.”

Grupo GO believes that the debate about political positioning on social media “is a topic of conversation that is gaining traction” among influencers and the agencies that represent them.

Gonzalo Muiño (@gonzalomuino), art director, illustrator, and content creator, has always been in favor of taking an open stand without fear of hate: “Some opinions are more surprising than others,” he tells EL PAÍS. “I once shared a recurring experience of homophobia I had as a teenager, and several men (I presume heterosexual) wrote to me to say that homophobia didn’t exist.”

He continues: “The same thing happened with the genocide in Gaza; I’ve lost count of the number of times I’ve received responses with erroneous and biased information. But when it comes to issues we tend to empathize with more because they feel closer to us (the war in Ukraine or the attack on the Charlie Hebdo newsroom), I never get any kind of lecturing response.”

Risk of losing campaigns?

Beyond the potential criticism and negative comments someone might receive for expressing their opinion, content creators face another potential “risk” when speaking — or not speaking — about certain issues: losing collaborations and campaigns. Do brands prefer neutral profiles?

In her experience, Centeno confirms that companies still show a certain reluctance “to associate themselves with people with a strong message. It’s important to understand that when we start a collaboration with a creator, we’re putting a piece of our brand in their hands; there’s a transfer of values... And that can always be daunting.”

However, she also sees the beginnings of a shift: “There’s a gap between what brands desire and what communities desire. We’ll inevitably move toward a balanced context where our mindset changes regarding what it means to be a ‘neutral’ profile. We have to understand and accept that people can express themselves as long as they don’t cross the boundaries of respect.”

Paloma Miranda agrees that “brands tend to seek safe environments, and this leads them to look for ‘neutral’ and uncontroversial profiles,” but she too also predicts a change on the horizon: “More and more companies are looking for creators with clear positions when these are aligned with their own purpose. This is seen in issues such as environmentalism, diversity, feminism...”

For content creators who are transparent about political issues, there’s always the fear of losing collaborations or not being chosen for certain campaigns. Faced with this dilemma, Gonzalo Muiño says he weighs the risks but remains firm in his values: “We all have to eat, but we also have to be aware of where the money we’re paid comes from. In the end, it’s about being responsible for your own decisions.”

Erea Louro knows of cases of “certain brands that have decided not to continue collaborations after a public stance” and, in fact, she herself has received “several warnings”: “I remember one in particular: I shared a newspaper article about several femicides that occurred in the same week. I was advised to be careful with ‘feminist content’ because it could jeopardize a campaign I had that month. I found it curious that the warning was related to a product whose television commercial and slogan appealed, precisely, to values ​​close to feminism.”

Taking a stance has consequences, but so does staying neutral — in some situations, silence carries its own message. “Whether you speak out or not, and however you do so, is also a political stance,” says Muiño. “But… what will future generations think of you when they see that you did nothing in the face of injustice?”

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