The influencers are consolidated as a key to digital marketing in Spain: the sector grows 16% in 2025

Los influencers They are no longer just a trend of social networks, but key figures within the landscape of digital marketing. These content creators are not limited to generating post attractive, but directly influence purchase decisions, brand construction and loyalty of audiences. In this sense, the professionalization of influencers is booming in Spain in 2025, consolidating as a viable and attractive career for new generations, as revealed by the latest report prepared by the digital consultant 2btube y Markeingdirecto.com – MKD.

In Spain there are already more than 15,000 content creators with more than 100,000 followers on social networks such as YouTube, Instagram, TikTok o Twitch. This represents a growth of 16% in 2025 compared to 2024.

In addition, at least 1,540 creators exceed one million followers – 10% more than in 2024 – and, for the most part, they are professionally dedicated to this activity. This increase is mainly due to the consolidation of established profiles, rather than the incorporation of new creators.

The influencers panorama grows in Spain

The influencer profession still has An aspirational characterand becoming a content creator remains an attractive idea for young Spaniards. According to a study carried out by the Ministry of Education and Professional Training (MEFP), 80% of mandatory secondary education teachers (ESO) observe influencers as the new referents in the workplace. In addition, 85% of adolescents surveyed showed interest in creating and sharing digital content.

“Content creation has experienced in the last decade an unprecedented boom that is part of a global phenomenon,” he says Fabienne Fourquet, 2btube CEO and co -founder. “This growth reflects not only the consolidation of content creation as a consumer trend, but also the maturity of an increasingly demanding advertising market, and professionalized, as reflected in the 2btube study.”

Opportunities for Brands and Innovación

The professionalization of the content creator in Spain It is no longer an emerging trend, but a consolidated reality that will continue to accelerate for 2025. As indicated by the 2btube study and Markeingdirecto.com – MKDthe year -on -year jump of 16% in profiles that exceed 100k followers and the 10% growth in Macro influencers confirm that This ecosystem not only mature, but more and more talent, investment and media attention.

In fact, it is interesting to see how actors with less audience volume, such as those with 1K and 10K followers to which micro influencers are considered, also grow by 8% and 17% respectively, compared to 2024.

«16% growth in the number of professional influencers in Spain shows that This is no longer a game of ‘likes’ », indica Javier PiedrahitaCEO & Founder de Markeingdirecto.com – MKD. «The influencers has ceased to be a tendency to become a consolidated sector within digital marketing, with an impact on economy, advertising and culture. The industry cannot afford to ignore the power of content creators ».

For brands, the challenge, and the opportunity, is in Bet on long -term strategic collaborations that integrate creativity, values ​​and measurable data, In addition to agility to a digital landscape of large changes and in which the credibility of the influencer is already a first -order asset.