The identity of eduTubers projected on Instagram

Introduction: Public figures on the Internet, such as eduTubers, use several digital tools to distinguish and position themselves among a certain audience. To capture their audience's attention and obtain more views, subscribers, and likes on their channels, eduTubers need to explore strategies for projecting a certain image. This research identifies the elements of eduTubers’ identity projected on Instagram. Methodology: For this research, we propose a qualitative design with an interpretive scope; 2101 publications and stories from the Instagram profiles of seven eduTubers were analyzed. Results: The results identify two categories of identity in the publications of eduTubers on Instagram: the personal and the professional. The personal level includes three subcategories: personal life, interests, and sense of humor; the professional level consists of five subcategories: the role of eduTubers, the audience, alternative projects, collaborations, and the role of influencers. Conclusions: The results infer that the eduTubers’ publications reflect their self-concept, which can be regulated both by the social requirements to fulfill their work as eduTubers and by the search for recognition and positioning among the eduTuber community.