
The takeoff of the ‘Economy influencer’: the volume of business in Spain grows 40%
The phenomenon of influencers It is still increasing, not only prescribers of the brands they promote, but also opinion leaders in their own right. Social networks have become a fundamental point of brand strategies, and The influencer marketing business volume increases 40%duplicating the value of the sponsored contents on Instagram and Tiktok.
This is what it indicates IAB Spainthe Association of Advertising, Marketing and Digital Communication in Spain, in the second edition of the study «Influencer Economy: market data without filters»prepared in collaboration with Prime day. An analysis of the evolution and growth of the activity in influence marketing during 2024 in Spain.
It is estimated that The business volume of the influencer phenomenon in Spain has increased by 40% compared to 2023demonstrating the importance of content creators in the world of brands and advertising.
Influencers, social networks and the effect on the world of brands
As for the evolution of the platforms, a notable rise of Tiktokapp that has grown 72% in terms of total content generated, compared to 67% registered by Instagram.
But, analyzing these platforms by type of content, TikTok leads in the branded content, with a growth of 79%, while Instagram stands out in the sponsored content scope, with a 100%increase.
As for the brand content, «Sports & Fitness» It maintains its leadership on Instagram with 18.7% of the EMV (estimated Media Value). However, the sector of “Entertainment” has experienced remarkable growthclimbing second place with 13.8%, surpassing “fashion” (13.3%). In Tiktok, «Beauty & Cosmetics» It continues to dominate with almost 43% of the total, followed by “entertainment” with 14%.
Marks bet on a strong presence in networks
The study also analyzes the evolution of sponsored content, where categories such as “Beauty & Cosmetics” also continues to dominate in Tiktokwith 63% of the EMV, consolidating its position as leader of the sector. Also, on Instagram, this sector has also experienced significant growth, ascending to the first position compared to 2023 (19.2%), closely followed by “fashion” (18.5%) and “Food & Beverages” ( 16.5%).
By advertisers, the Grupo L’Oréal It dominates in the “Beauty & Cosmetics» sector in Tiktok, thanks to some of its brands, such as L’Oréal Paris, Maybelline, Ysl Beauty, La Roche-Posay, Nyx Cosmetics, Cerave and more, with 60.5% of the EMV In front of other brands.
While Shein He leads the “fashion” sector, the retailer touches the 10,000 sponsored content in 2024. In addition, its affiliation program, #SHEINpartnerhas given great results. These publications generate 40% of estimated Media Value (EMV) of the brand on the social networks analyzed.
As for the dimensions of content creators, In the sponsored content of Tiktok, the mega influencers continue to dominatea fact that is due to its strong global reach, although audiences in Spain are less concentrated, while On Instagram the micro influencers are those that lead this type of content with greater engagement within Spain.

The brands in the ‘influencer economy’
The report also underlines the growing prominence of sectors such as Finance, energy, tech and software, They are gaining ground on Instagram and Tiktok. In addition, he emphasizes that The video continues to be the most influential and effective format in influence marketing strategies of both platforms, which continue to bet on the creation of attractive and relevant audiovisual content to maximize engagement.
In this way, 2024 closes as a year of strong growth: the sponsored content value has doubled on both platforms, with a real investment estimated at +40% vs. AA (+30% in 2023). Similarly 1 in 3 content of paid campaigns with advertising tags (vs 1/4 and 2023).
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