05-01-202605-01-2026<p>Introduction: The post-pandemic health crisis has amplified the pursuit of physical and mental well-being. Within this context, influencers have become significant figures in the dissemination of emotional wellness content, influencing perceptions and promoting self-care practices. Objectives: This study investigates the digital identity and communication strategies employed by Spanish-speaking influencers specializing in emotional and spiritual well-being on Instagram. Specifically, it examines their digital identity, engagement metrics, publication objectives, thematic content, and resource utilization. Methodology: A quantitative content analysis was performed on 300 Instagram posts from 15 influencers, categorized into three distinct currents: academic (psychology, psychoanalysis, philosophy), non-academic (new age, holistic approaches, coaching), and religious/wisdom traditions (Eastern, Western, and ancestral). Results: The findings reveal that a majority of influencers possess verified accounts and use transmedia communication reach more audience. Despite substantial follower counts, engagement levels are predominantly low to moderate. Content primarily centers on reflective insights, practical advice, and self-promotional material.Influencers prioritize accessible and motivational resources, such as inspirational quotes, captions, and music, over more complex visual formats for message delivery. Conclusions: Wellness influencers mold perceptions of emotional health by employing accessible communication strategies and marketable lifestyle narratives.</p>info:eu-repo/semantics/openAccessCommunication StrategiesContent AnalysisDigital IdentityEmotional Well-beingInfluencersSocial MediaTransmediaUser EngagementSDG 3 - Good Health and Well-beingArticle