The total population of Spain is 46.56 million, with almost 82% internet penetration and 38 million of internet users.
 
The use of mobile networks for Internet access is important due to the high penetration of smart and mobile phones in Spain.
 
WhatsApp and Facebook are the favorite social networks by users (with 76% preference). They are followed by YouTube, Twitter, and Instagram.
 
The main reason for using social networks is to socialize (chat/send messages to friends, relatives, etc).
 
Watching videos and playing music remains as an important activity because of services like YouTube and Spotify.
 
1 out of 5 people follows brands. They frequently take part in contests and talk about shopping and brands.
 
85% of social media users follow influencers. Influencers are individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. It is worth mentioning that 88% of the followers are women.
 
Here is a quick lowdown on the top Social Media Networks in Spain
 
  • Facebook
  • Youtube
  • Instagram
  • Twitter
  • WhatsApp
  • Spotify
     
Facebook: According to an April 2017 report by the Interactive Advertising Bureau Spain (IAB Spain), Facebook was used by 91% of social media users ages 16 to 65, while WhatsApp came in second at 89% of respondents.
 
Instagram: Instagram has 9.4 million users in Spain. 54% are female and almost 80% of all Instagrammers living in Spain are aged 18-44. If you're targeting millenials, Instagram can be just the right choice for you in Spain.
 
Twitter: The number of profiles in 2016 amounted to approximately 4.5 million. Madrid ranked first with over 170,000 active users, followed by Barcelona with approximately one million users.
 
In a nutshell, you can use these social media platform differently, depends on your business objective and target audience -Younger people are more active, their favorites being Facebook and Instagram -Facebook has the biggest reach of all social networks in Spain, across all age groups
 

Top Influencer Marketing Statistics Every Marketer Should Know

  • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.
     
  • 86% of women turn to social networks before making a purchase.
     
  • 32% of influencers who currently work with brands cite Facebook as the best platform, followed by Instagram at 24%.
     
  • 71% of consumers are more likely to make a purchase based on a social media reference.
     
  • 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands, themselves.
     
  • 57% of beauty and fashion companies use influencers as part of their marketing strategies.
     
  • On average, businesses generate $6.50 for every $1 invested in influencer marketing.

Why Influencer Marketing?

 

Brands looking into influencer marketing should take note of the trends in the industry in order to fully strategise their campaign. We have identified 5 prominent trends of influencer marketing coming 2018  and here's a summary.

As s hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'Micro-Influencers' that can have a large impact.

How To Get Started With Influencer Marketing?

 

Reaching out to Influencer Personally or through Influencer Marketing Agency

You may ask, what are the various ways to engage Instagram influencers in Spain to perform influencer marketing? There are simply two options: businesses to reach out to influencers personally, or go through an influencer marketing agency.

On the surface, it may seem reasonable to reach out to influencers personally with the presumed low cost and easy reach. However, with the vast amount of influencers in Spain, each focusing on specific topics of interest, performing influencer marketing and liaising can be a real challenge. To execute an effective influencer marketing campaign, one should be sure to read up on the various aspect of influencer marketing from the various articles and ebooks available online.

Alternatively, an influencer marketing agency would be of great help in terms of identifying the right influencer for your marketing campaign, negotiating prices and measuring results.

German Fastest Growing Influencer Marketing Agency

StarNgage is an Influencer marketing and reporting platform allowing brands to customise, manage, launch, and measure digital advertising campaigns on Instagram. StarNgage empowers brands to partner and advertise with everyday influencers - the same way you would on search engines or social networks!

StarNgage provides 4 main services: Targeting, Identifying, Amplifying and Tracking.

 

Target

Set your targeted customer profiles and categories while indicating preferred Cost-Per Engagement

Identify

Search for category-specific and brand aligned Influencers with the right profile to promote your campaign through our patented matching algorithm

Amplify

Mobilise Influencers to create optimised visual content that engages your targeted consumers, amplifies your brand, and generate online buzz

Track

Track your influencer marketing performance through our dashboard and measure your ROI. Pay based on desired results.

How To Choose Your Influencer Marketing Goals and KPIs

 

The Most Common Influencer Marketing Campaign Goals

After activating more than 10,000 influencers across 120 campaigns, we've seen influencers used in many different ways. Here are the most common goals we saw across our campaigns.
 
Product Launches
Brand Awareness
Content Generation
Community Building

The Most Common Influencer Marketing Campaign KPIs

 

Reach

Can be measured based on the number of followers of influencers. Easy to measure, but the least valuable.

Clicks

Easy to measure and one of the most important performance based metrics

Engagement

Includes any social action (like, comment and share). Requires a hashtag or unique link for proper attribution. More value than a click.

Conversion

Includes installs, sign-ups, form completions and purchases. Hardest to measure, requiring a pixel & unique link or a promo code for attribution.

How To Choose Your Influencer Types

 

The Pyramid of Influence

The Pyramid of Influence encompasses the full spectrum of your influencer relationships. Here is a breakdown of how that pyramid works from the top down.   Not all influencers are the same. Over the past few years, there is a big shift in focus from these high-end influencers to micro-influencers. To explain the different types of influencers, StarNgage uses the Pyramid of Influence. Influencers with a high reach and lower relevance, like celebrities and thought leaders, are at the top of the pyramid, while those with lower reach but higher relevance, like advocate and current customers are at the bottom.   Micro-Influencers is a mix of people who have reach, but more importantly, have a high relevance among their audiences. Their influence lies in their niche understandings and the mutual trust with their audiences.
 

Spectrum of Influencers

The term ‘influencer’ used to describe celebrity and social media elite. But the mass adoption of social media leveled the playing field to include bloggers, instagrammers, youtubers and even everyday consumers. As such, the industry is working to establish a common taxonomy to talk about influencers. Influencers can be identified among the following three types:
 
Mega-influencers: Actors, artists, athletes and social media stars who have 500k+ followers and drive 2%  to 5% engagement per post. They have the highest reach on the influencer spectrum, with their influence driven by their celebrity (they tend to be brands in their own right). They have the lowest overall resonance when it comes to driving actions on behalf of a brand.
 
Macro-influencers: Professional bloggers, and YouTubers who have large base of 100,000 to 500,000 followers and drive 5%  to  20% engagement per post. They have the highest topical relevance on the spectrum, with category-specific influence – such as lifestyle, fashion or business. 
 
Micro-influencers: Everyday consumers  who have 1,000 to 100,000 followers and drive 25% — 50% engagement per post. They have the highest brand relevance and resonance on the spectrum of influencers, with influence driven by their personal experience with a brand and their strength of relationship with their networks.
 
 

Social Media Influencer Landscape in Spain

Mega-influencers: Earn their living some other way (e.g. athlete, actor, artist, top model, celebrity), and monetize their influence as a secondary source of income. (For example Penélope Cruz and Elsa Pataky)
 
Macro-influencers: Earn their living as an influencer (e.g. professional blogger, creator, or journalist). (For example Gala Gonzalez, Erea Louro and Lovely Pepa) 
 
Micro-influencers: Consumers who have relevant influence and may not know it, or aspire to become a macro-influencer. (For example Marta Fernández Martí and Miren Alós)
 
Brand Advocates: Consumers who are passionate and willing to share, but have little influence.
 
 

Top Youtubers (Youtube Influencers) in Spain

 
 
elrubiusOMG
elrubiusOMG
elrubiusOMG
Yuga
Yuga
Yuga
CaELiKe
CaELiKe
CaELiKe
Kimberly Loaiza
Kimberly Loaiza
Kimberly Loaiza
Makiman131
Makiman131
Makiman131
ExpCaseros
ExpCaseros
ExpCaseros
AuronPlay
AuronPlay
AuronPlay
wismichu
wismichu
wismichu

Top Instagrammers (Instagram Influencers) in Spain

 
 
Paula Echevarria
Paula Echevarria
pau_eche
Samuel Umtiti
Samuel Umtiti
samumtiti
Aida Domenech
Aida Domenech
dulceida
Blanca Suárez
Blanca Suárez
blanca_suarez
Hamza Zaidi
Hamza Zaidi
hamzazaidi97
 Paula Gonu
Paula Gonu
paulagonu
 Aylén Milla
Aylén Milla
aylenmilla
Pelayo Díaz
Pelayo Díaz
princepelayo

How To Choose Your Influencer Marketing Content Types

 

Plan Your Content Type Before Activating The Influencers

 

Brand Generated

Brand creates the content and influencers are activated to share it with their networks.
 
  • Pros: Influencers don't add any personalization; they simply share the content. Least risk.
  • Cons: Less Creativity and personalization. Least impactful.

Co-Developed

Brand develops guidelines for the content and influencers create their own content based on adaptation. For example: “Share a picture of your selfie in Singapore Botanic Garden”.
 
  • Pros: Moderate Impact Pontential
  • Cons: Mild risk.

Influencer Generated

Content is generated by Influencers based on their creativity. Brand gives loose and generic direction.
 
  • Pros: Influencers have full creativity with loose guideline from brands. Maximum impact.
  • Cons: Review process is needed as part of risk management as the risk is higher.

How To Choose the Right Incentive for Your Influencer

 

Plan Your Incentives Before Activating The Influencers

 
There are different factors you should consider before making a decision on what kind of incentives you offer to your influencers.
 
Exclusivity: Incentives should be exclusive to only influencers that you like to activate in order to motivate participation in your influencer marketing campaign.
 
Influencer type: Most of the mega-influencers and macro-influencers will require cash payment, while micro-influencers will consider other form of compensations aside from cash.
 
Brand affinity: The most enduring and valuable level of influencer relationship is based on the mutual belief that the influencers and the brand share common values. It is advisable to activate relevant influencer who is passionate about your brands for best results. Branded incentives will work best in this case.
 
Fulfilment Effort: If more effort is required by the influencer to create and share branded content, then a higher incentive value is needed.
 

Types of Incentives

 

Cash

For most of the mega-influencers and macro-influencers, you will have to use payments for incentives. However for micro-influencers, some of them are open to receive VIP treatments and special branded incentives other than cash.

VIP Treatment

When activating micro-influencers, the most popular incentive is an exclusive experience. This type of incentive works best when they are passionate about your brand. This could be in the form of a discount, gift card,  limited product giveaway, VIP free trial etc.

Recognition

Micro-influencers are more than happy to receive non-monetary rewards such as recognition. You can do this by featuring their content on your owned media such as Website or share their voices and give them a limelight on your social media channel.
 

Common Incentives Ideas

 
  • Exclusive Event
  • Early Access
  • Discounts
  • Free Trial
  • Contest Entries
  • Gift Cards
  • Experience Box
  • Limited Product Sample
  • Priority Service

Brands use StarNgage to Find Influencers

Request a consultation to discuss how we can help your next Influencer Marketing Campaign

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