Comunicación digital y estratégico de posicionamiento de una marca personal: los podcasts.

Abstract

Digital ecosystems are often presented as spaces saturated with noise and sensationalism, driven by the pursuit of fleeting virality that is used to build a personal brand which, regrettably, is frequently developed without ethics and in an unprofessional manner. As a result, achieving visibility under ethical and professional parameters has become both a strategic and moral challenge. This research analyzes the communication strategies employed by a small number of individuals who can genuinely be considered Spanish-speaking benchmarks, given that they have verifiable trajectories (>5 years) and are committed to value-driven content—such as Luisito Comunica, Rubén Martín Rubio, or Carolina Álvarez—in order to understand how they build credibility, trust, and authentic engagement without resorting to sensationalism or controversy. Within this context, the study is based on a qualitative analysis of their publications, the transmedia formats they use, and the ways in which they interact with their audiences. It also examines strategic vulnerability, understood as the capacity to show their processes and to acknowledge mistakes without falling into victimhood, weakening their authority, or trivializing knowledge. The findings of this study suggest that credibility does not stem from perfection, but rather from the relationship between what is claimed and what is demonstrated through actions. This shows that trust arises from selective transparency rather than total exposure, and that engagement emerges from sustainable rhythms in which reciprocity prevails over algorithm-driven production. Consequently, the study proposes a model focused on building lasting relational capital amid today’s environments of systemic distrust.