Influencer Marketing Trends in Spain
Spain, which has a population of 46.56 million, is home to 38 million internet users with nearly 82 percent internet penetration.
Influencer marketing has proven to be effective with its hybrid of content marketing and native advertising. Social media is used by people to connect, socialize, chat and share, but some posters can sway popular opinion and purchasing power. Typically, mega-influencers i.e. celebrities are used because of their large followings and massive influence. Macro-influencers include social media celebrities and professional bloggers.
Businesses that spend about $1 in influencers for the Spanish market gain an average return of $6.50.
Social networks WhatsApp and Facebook are favored by the Spanish markeT, followed by YouTube, Twitter and Instagram.
YouTube and Spotify are the popular video and music platforms.
Trends on the upswing
Most brands that go with influencer marketing use this method when launching a campaign; the second most popular reason is ongoing brand awareness, but companies aren’t just leaning on the big names. Effective marketing mashes all options —celebrities, bloggers, non-celebrities well-respected in niche interests, referrals, word-of-mouth. High target names are useful, but don’t sleep on the effect a respected leader can have despite a smaller online following.
Ad campaigns are often wham-bam —used then replaced with a fresh campaign. With influencers, maintaining a customer’s relationship and trust with an influencer can go a long way. Instead of moving on to the next big name, a core group of influencers that stick it out can affect brand loyalty, so growing a relationship with influencers is an important step. If you aren’t already doing this, you need to start. This is less of a strategy then it is a new way of doing business.
“A Return on Relationship is the value that is accrued by a person or brand due to nurturing a relationship over time,” Brand Innovators Chief Marketing Officer Ted Rubin said. “This will demonstrate that the influencer is true to the brand, and this true relationship connection will pass through to the consumer.”
One out of five social media users follows brands. Contests and shopping are the main conversation starters that engage social media users when it comes to a brand.
Influencers are the brands
Social media followers might not care about your brand, but they care what the influencer thinks. They want what the influencer has; they want the influencer’s look or body or style or life. Online stores spearheaded by influencers are the “it” thing.
If your target audience wants to nab a look sported by football (soccer, to Americans) star Samuel Umtiti complete with the same fragrance he wears or consumers of your brand also go for fashion blogger Paula Echevarria’s clothes from Mango, sunglasses by Polaroid and kicks by Sketchers, then they should be shopping at an online boutique with Umtiti’s or Echevarria’s name and photo attached. An easy way to set this up would be an affiliate program through the influencer.
Street style fashion site Collage Vintage, founded by New York City-based Sara, includes a look book and a shopping site with links to her favorite items (often items featured in her blog).
Business-to-business relationships and content sharing is on the rise. Instead of going for the short-sell or one-and-done ad campaign, build a relationship with the influencer or business so they know your products as well as you do. Create videos or content that the influencer wants to share. This will pay off in the long run.
the influencer’s audience
* 85 percent of social media users follow influencers and 88 percent of those are women
* 70 percent of teens who use YouTube trust influencers, like elrubiusOMG, more than the average ad campaign celebrity
* 86 percent of women look to social media before buying
* 71 percent of Spanish consumers tend to base more purchases on a social media references
Consider that most beauty videos on YouTube are made by influencers (86 percent) versus videos made by beauty brands (14 percent).
Which platform should you use based on your target audience?
All age groups/Blanket advertising
Facebook is the most used social media platform (91 percent), according to an April 2017 report by the Interactive Advertising Bureau Spain (IAB Spain), and also the one favored by 32 percent of influencers. Facebook hits social media users from age 16 to 65. WhatsApp is the second most used social media platform, according to 89 percent of those who responded to IAB Spain.
Active social media users/Millennials
A vast majority (80 percent) of the 9.4 million Instagrammers in Spain are between the ages of 18 and 44. More than half of those identify as female.
Major metropolitan hubs
Twitter is the way to go here, according to data from 2016. Spain lays claim to 4.5 million profiles. Madrid has the most active users (170,000). Barcelona closely follows.