The influencer world It is more than a reality in our country. According to an analysis by 2btube, in Spain there are 9,100+ professional content creators. In addition, this sector has revolutionized audiovisual consumption and the way of advertising in such a way that behind the influencers there are thousands of professionals in our country.
For the second consecutive year, 2btube has classified the profiles of Spanish creators on different social networks and concludes that there are currently more than 154,000 creators with more than 1,000 followers in one of their accounts; almost 50,000 creators with more than 10,000 followers; More than 9,100 creators with more than 100,000 followers and almost 900 who have more than one million followers.
If we compare with the data that 2btube presented in 2021, we see that these figures have increased between 15% and 28%Thus, although the group of creators with more than 1,000 followers has grown by 15%; the number of creators who now have more than a million followers is 28% more. Creators who have more than 100,000 followers, at which point according to 2btube they have achieved the status of influencers and can dedicate themselves professionally to creating content, they are now 23% more.
The data has been extracted from the Tubular Labs tool and takes into account the platforms on which influencers generate the most income: YouTube, Instagram, Facebook, Twitch and, new this year, TikTok. Monetization -or way of earning money- is very different in each social network. Some share ad revenue with creators based on their views and others have a system of donations or gifts made directly by fans. However, the bulk of an influencer’s income is usually through ad campaigns with advertisers.
Constantly growing sector
“As there are currently so many influencers in Spain and they publish content on a multitude of social networks, the use of technology is essential to select the perfect talent for each advertising campaign”explains Fabienne Fourquet, CEO of 2btube. “That is why we combine our experience of more than 8 years in the sector and the knowledge of our professionals in scouting creators; with the use of our own software and data that help us guarantee that we reach the target desired by the brand to increase its sales”.
And it is that, the influencer marketing sector is one of the ones that has grown the most in recent years. According to “The study of Advertising Investment in Spain 2022” by InfoAdex, companies they have invested 93.7 million euros in influencer marketing last year, which represents a growth of 23.9% compared to 75.6 million in 2020; A year that in turn had been key for the sector, since the hiring of influencers was one of the few advertising strategies that increased with the pandemic.
