Health narratives in Instagram: Ibai Llanos’ “physical change” challenge

Abstract

The aim of this study is to analyse the ‘Physical Transformation’ challenge by content creator Ibai Llanos as a life story centred on a weight-loss journey. This story has had a significant media and social impact, particularly on the social media platform Instagram—the focus of this study—due to its relevance as a space for the construction of identities and personal narratives, as well as the opportunities it presents for health communication in today’s digital landscape. To this end, content analysis from a qualitative perspective was employed as the methodological tool. The sample comprises the posts shared by the influencer throughout the process, as well as the response and interaction generated by his community of followers. The aim was not only to assess the effectiveness of Ibai Llanos’ narrative, but also to study the evolution of his relationship with his audience. Among the main findings is evidence of the potential for influencers outside the fitness or health sector to generate positive attitude changes towards obesity and foster greater awareness of this issue in society. Through his life story, Ibai Llanos manages to go beyond entertainment and serves as an exemplary model for adopting healthy habits, thereby extending the impact of health communication beyond traditional channels and spokespersons.