ConversaciONEs: the impact of influencers on startups

For years, we have seen how streamers, athletes, and creators with millions of followers launch or promote entrepreneurial projects. Some have been major successes, others complete failures. But what really works, and what is just marketing?

To answer this question, we bring together four profiles with very different —yet complementary— experiences in a direct, honest, and unfiltered conversation:

• Juanlu Cruz, CEO of Inversiva, a startup backed by leading figures in the gaming world such as Spicy4Tuna and Willyrex.
• Irene Hurtado, PM at Gravity Wave, a project with environmental impact and the support of major sports figures.
• Gloria Gubianas, founder of Hemper, a brand strongly associated with values and with significant media exposure in its early stages.
• Silvia Echevarría, PM at Valhalla, who provides a strategic perspective from a consultancy specialized in innovation and startups.

Throughout the episode, the participants present their projects, share mistakes and successes when working with well-known figures, debunk common myths about reach and conversion, and face edge-case scenarios where they must make difficult decisions about reputation, equity, and marketing strategy.

The program culminates with a decisive question that forces clear positioning with no room for nuance: what carries more weight when investing, a great product with no famous backers or an average project driven by a major media figure?

This episode shows that influencers can be powerful visibility catalysts, but they never replace the product, the team, or execution. A well-known figure may open the door, but what truly needs to enter and stay is the real value of the project.

Hit play and discover what really lies behind the hype of influencers in entrepreneurship!