What trends and profiles conquered social networks in November?

My to my, social networks continue to conquer millions of people with innovative trends that redefine the way we interact and consume content. November was no exception: From viral challenges to new ways of connecting with communities, different digital platforms once again demonstrated their ability to set global trends. For its part, IAB Spain in collaboration with Comscore presented «The Monthly Feed: Trends and Data of RR.SS in Spain» from November 2023, where he explored the highlights and the social networks they dominated that month.

November marked by Black Friday

November is a month especially highlighted by the Black Friday sales season and it is something that has also been reflected on social networks, having “Black Friday” as the keyword that stood out the most in the month with a total of 2.1 million interactions in media publications, brands in Spanish influencers.

In Spain, the main social networks accumulated a total of 34,665,656 unique visitorsthis being the deduplicated audience, which includes both Desktop and Mobile visits. In November there is a slight increase in visitors compared to September, which reached a total of 34.5 million unique visitors.

Facebook leads again in audience

Facebook one more month leads as the social network with the most unique visitorshaving a total of 27.9 million deduplicated audience visitors. It is then found Instagram with 26.8 million unique visitors, X with 14.3 and TikTok with 23.2 million unique visitors. In all cases, users have shown a preference for accessing social networks through mobile phones.

As to the age range of users by platform, It is clear that Instagram has prominent use in the three different age groups, with 87% in 18-24 years, 865 in 23-34 years and 72% in +35 years. In the case of TikTok, a preference for it is seen among users aged 18-24 with 90%, this percentage decreasing in the 23-24 age group with 75% and in those +35 years with 61%.

On the other hand, there is Facebook with a greater presence among users over 35 years old with a total of 85%, followed by the 25-34 year old group with 69% and 48% in the 18-24 year old group. For its part,

The accounts that stood out on social networks in November

In November 2023 it has also become clear who dominated social networks in terms of engagement. Featured influencers, creative accounts and brands managed to conquer their audiences with posts that generated millions of interactions.

Georgina Rodríguez, Rosalía and Ibai Llanos were the Spanish profiles that swept social networks in the interactions of their posts, according to Comscore data collected in the «Monthly Feed: Trends and Data on Social Networks in Spain» presented together with IAB Spain. Georgina reached more than 2.9 million interactions per post, followed by Rosalía with more than 987 thousand interactions and Ibai with 876 thousand interactions per post.

In it Top 3 Spanish brands with the most interactions per post on social media in November, you will find Real Madrid C.F. with 561 thousand interactions, followed by FC Barcelona with 485 thousand and Ac2ality with 95 thousand interactions per post.

On the other hand, it shows that the focus of the month of November on the different digital platforms was the Health & Beauty, having in the Top 3 of Spanish brands with the most interactions per post a Sephora, Prime y Wood.