Most popular accounts on Instagram Spain 2021

With a total amount of 255 million followers, Cristiano Ronaldo was the most followed influencer on the photo and video social network Instagram worldwide as of January 2021. However, Lionel Messi had more Spanish followers as of January 2021. The first Spanish account that can be found on the list is that of the football club Real Madrid, which ranked fourth on the list with nearly 19 million Spanish followers.

Profile of Spanish users

Despite his current popularity, daily use of Instagram is not the highest compared to other social networks in Spain, with users spending over an hour on the platform in a given day. Anyway, this is considerable, given that the country's audience size exceeds 20 million users. At a local level, Madrid has the highest number of active Instagram users, followed by Barcelona, in large part because they are two of the country's most populated cities.

Influencers: the new phenomenon

Companies, such as a football club, can reach a wide range of fans through the network. But individual accounts are increasingly gaining large followings, and those who run these accounts are deemed "influencers". There are several types of social media influencers, including musicians, actors, and athletes. Through both direct and indirect advertising, they are part of a multi-billion U.S. dollar global Instagram influencer market. Direct advertising includes posts openly endorsing a product, but the market includes product placement, endorsements, and other indirect methods.