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The State of Instagram Influencers in Spain

What’s the present state of Instagram influencers in Spain? Vamos a ver! (That’s Spanish for let’s have a look!)


In a  Heepsy examine we ran a couple of months in the past, Spain got here in tenth place of the nations with essentially the most influencers. The nation with essentially the most influencers was america. We’ve already profiled the state of influencer advertising in that nation.

Heepsy was born in Spain, and we all know that we now have quite a lot of customers in our residence nation. So we wished to fill you all in on the state of Instagram influencer advertising in Spain.

Quantity and sorts of influencers

In accordance with Heepsy, Spain has roughly:

  • 88K Instagram influencers
  • 43K YouTubers
  • 27.1K TikTok creators

Remember the fact that a few of these accounts could also be duplicate. That’s to say, a few of these Instagram influencers may be YouTubers, and so forth.

At this time, we’re going to dig deeper into Instagram influencers. Of these 88K Instagrammers, 6.1K are verified accounts.

Additional, a big majority of Spanish influencers fall into the micro influencer class. 

A chart showing 88% of influencers in Spain are micro influencers.

Micro influencers have been in excessive demand in recent times. Their excessive engagement charges and genuine audiences make them fascinating to influencer entrepreneurs. 

For instance, in Spain, we will see that micro influencers lead relating to engagement. They’re the one influencer tier to go above the typical of three.5%. Though surprisingly, mega influencers are simply behind.

A chart showing micro influencers in Spain have the highest average engagement at 3.6%.

Prime classes

What are Spanish influencers posting about? What classes or industries do they belong to? Every influencer is completely different, however we will group them collectively by the themes of their profiles.

Heepsy search tool

Whereas analyzing classes, we additionally seemed on the common engagement for every. The highest ten influencer classes in Spain in 2021, and their common engagement charges, are:

  1. Media, 4.2%
  2. Style, 2.5%
  3. Music, 3.8%
  4. Arts, 3.7%
  5. Journey, 3.6%
  6. Health & Wellness, 3.4%
  7. Pictures, 4.1%
  8. Meals, 2.2%
  9. Way of life, 3.4%
  10. Sport, 4.5%

In case you’re searching for influencers in Spain, you should use these engagement charges as benchmarks. Evaluate an influencer from one in every of these classes to the class common to see how they stack up. (Or, use Heepsy, which already does that for you).

This checklist is kind of on par with the high influencer classes worldwide. Sports activities and Way of life seem as high classes in Spain. However world wide, these classes don’t seem, changed as a substitute by Cinema & Appearing and Make-up.

They’re additionally fairly broad classes. Which means that inside every, there will likely be sub-categories. These niches will characterize extra particular pursuits. For instance, throughout the Arts class, we’ll see painters, sculptors, and so forth. 

On Heepsy you possibly can seek for broad classes or smaller niches by typing them into the search bar.

An example of how to search for a niche category on Heepsy.

Professional tip: In case you’re looking for niches, it’s possible you’ll have to enter them within the native language. If looking out in Spain, for instance, we suggest making an attempt each English and Spanish.

Places inside Spain

A majority of influencers in Spain are based mostly in 9 completely different autonomous communities.  Not surprisingly, most influencers come from the communities with Spain’s largest cities.

Spain’s 4 largest cities (by inhabitants) are Madrid, Barcelona, Valencia, and Sevilla. And the highest 4 communities with essentially the most influencers are properties to these cities: Cataluña, Madrid, Andalucía, and Valencia.

A map detailing the geographical breakdown of influencers in Spain.

Different autonomous communities with vital numbers of influencers are, in descending order: Islas Baleares, Islas Canarias, Galicia, Castilla-La Mancha, and País Vasco.

Barcelona and Madrid are the cultural hubs of the nation, so it’s no shock Cataluña and the Group of Madrid rank first and second.

Most-mentioned manufacturers by influencers in Spain

These had been the highest then talked about manufacturers in Spain:

  1. Zara, 579 mentions
  2. Shein, 540 mentions
  3. Shein Spain, 351 mentions
  4. Spotify, 239 mentions
  5. FC Barcelona, 225 mentions
  6. La RochePosay, 223 mentions
  7. El Corte Inglés, 221 mentions
  8. Bershka, 217 mentions
  9. YouTube, 208 mentions
  10. RTVE, 198 mentions

The most-mentioned brands by influencers in Spain.

Numerous of those manufacturers are Spanish. Zara and Bershka are a part of Inditex, the holding firm of Amancio Ortega, the eleventh richest individual on the earth. FC Barcelona is without doubt one of the most embellished soccer golf equipment in Spain and the world. El Corte Inglés is the main Spanish division retailer, and RTVE is the general public arm of the nation’s radio and tv.

Most-used hashtags by influencers in Spain

Probably the most-used hashtags by influencers in Spain aren’t any shock. The checklist consists of a mixture of common and geolocation hashtags.

They’re, with the variety of makes use of:

  1. #love, 58K 
  2. #madrid, 55K
  3. #vogue, 49K
  4. #barcelona, #48K
  5. #spain, #40K
  6. #summer time, 37K
  7. #instagood, 35K
  8. #type, 34.3K
  9. #pictures, 34.1K
  10. #photooftheday, 33K

Whereas these are the most-used hashtags, they’re not the very best for influencer advertising. Influencers could use these tags on their non-branded content material, with a view to attempt to get new followers from the massive swimming pools of individuals following these hashtags. However for branded content material, these hashtags are a lot too broad, which suggests the individuals who comply with them aren’t essentially seeking to purchase a services or products. 

For influencer advertising campaigns, it’s best to encourage influencers to say and/or tag your model. In case you have branded hashtags, encourage them to make use of these, too. Shein, for instance, asks followers to tag their content material with the branded hashtag #sheingals.

An example of branded hashtags from Chinese fashion brand Shein.


That’s a primary rundown of the state of Instagram influencer advertising in Spain. If you would like extra data like this, take a look at our article How A lot Do Influencers Cost? or Prime TikTok Influencers By Nation

And if you wish to discover Instagram, YouTube, or TikTok influencers, head over to Heepsy!

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