They are seen at music and technology events. They upload photos mentioning clothing brands, recommending places, products and surgeons. Little is known about how much these online characters, with millions of followers, who are called influencers, charge to advertise.

Recently, screenshots of an email circulated on Twitter saying that Luisa Fernanda W, a beauty content creator in Colombia with more than 12 million followers on Instagram, charges 17 million pesos for uploading a story and 30 for a sticky post.