In Spain, the number of Twitter users has risen gradually during the last years, but without surpassing five million profiles. The social network is especially popular among millennials. Roughly 3 out of 5 millennials use Twitter, making it the fifth most popular social media network among them. At a local level, Madrid has the highest number of active Twitter users, followed by Barcelona, in large part because they are two of the country's most populated cities.
The influencers phenomenon
Dorsey's social networking has consistently been making a net profit in Spain, however, Twitter's benefits in Spain only account for a small portion of its total declared income in the Mediterranean country. Globally, the platform has generally seen a steady increase in income, and Twitter's revenue amounted to nearly 3.7 billion U.S. dollars in 2020. The secret of such as sucess lays in its simplicity and speed. Many users have embraced the style of real-time communication, made easier by the platform’s focus on brevity. The extent of its influence appears in traditional media, as television and radio programs often ask users to tweet with a particular "hashtag", a followable identifier.
Advertising and marketing agencies also have found out how to seize the advantages of Twitter and started to launch influencer marketing campaign which increase not only revenue but the engagement among brands and networking users as well. One of these companies who has played rights its cards is Imagina Digital, which has turned into the leading advertising agency on Twitter campaigns based on user engagement. Regarding fans and followers, as expected, football teams are Twitter's kings and Real Madrid head the ranking with ober 36 millones fans.