Spain is one of the biggest social media markets in Western Europe. Home to more than 40 million social networking users in 2022, a number projected to increase by around 5 million more by 2027. More than 85 percent of the country’s internet users accessed social networks in 2022. But the size of the country’s social audience also allows the existence of a robust advertising market, making Spain a land of opportunity for any network aspiring to invest in the country if one is willing to deal with the hegemony of Meta Platforms.
The preference for instant messaging apps has a reason: keeping contact with relatives, friends or acquaintances is one of the primary motivations for more than half of Spaniards to use social media. Unsurprisingly, most of the accounts followed in the country are from closer contacts, then followed by celebrities like musicians, acting performers, and other entertainment pages. But it is perhaps a desire for proximity that makes Spain so fertile for influencers to build their engagement with the local audiences.
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Research expert covering internet & gaming in Latin America and Spain