On the Facebook page for the Maria Maria Restaurant in Puerto Andratx, there is a post which explains that an influencer wanted 3,000 euros to eat one of the burgers. There is an ironic response to this.
The restaurant doesn't questions the role that content creators can play but is critical of how the relationship with a business has become such that free products or large payments are requested in exchange for positive mentions, without any guarantees of real impact.
Mallorca-based fashion designer Hugo Micaelo is of the same opinion. "Collaborations have to be advantageous for both parties. If they aren't, they're not worth it. I need genuine opinions to improve. That's why I don't give my product away to anyone who doesn't appreciate it.
"I have 37,000 followers, and I get requests from girls with 1,000 or 1,500. That's not my target audience. It's very difficult to invest 600 or 700 euros in materials, two weeks of nonstop work, just to give away a dress or lend it out."
A problem can be, however, that businesses run the risk of bad reviews if they don't collaborate. Micaelo says that if you refuse a collaboration, there are threats about posting bad reviews. "That seems a little malicious to me." More than just a little, one would suggest.