The State of Instagram Influencers in Spain

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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 research we ran just a few months in the past, Spain got here in tenth place of the international locations with essentially the most influencers. The nation with essentially the most influencers was the US. We’ve already profiled the state of influencer advertising and marketing in that nation.

Heepsy was born in Spain, and we all know that we’ve lots of customers in our house nation. So we wished to fill you all in on the state of Instagram influencer advertising and marketing in Spain.

Quantity and sorts of influencers

In line with Heepsy, Spain has roughly:

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

Needless to say a few of these accounts could also be duplicate. That’s to say, a few of these Instagram influencers might also be YouTubers, and so forth.

At present, 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 lately. Their excessive engagement charges and genuine audiences make them fascinating to influencer entrepreneurs. 

For instance, in Spain, we are able to see that micro influencers lead on the subject of engagement. They’re the one influencer tier to go above the common 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%.

High classes

What are Spanish influencers posting about? What classes or industries do they belong to? Every influencer is totally different, however we are able to 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. Life-style, 3.4%
  10. Sport, 4.5%

If you happen to’re in search of influencers in Spain, you need to use these engagement charges as benchmarks. Examine an influencer from certainly one of these classes to the class common to see how they stack up. (Or, use Heepsy, which already does that for you).

This record is kind of on par with the prime influencer classes worldwide. Sports activities and Life-style seem as prime classes in Spain. However around the globe, these classes don’t seem, changed as an alternative by Cinema & Performing and Make-up.

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

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: If you happen to’re trying to find niches, chances are you’ll have to enter them within the native language. If looking in Spain, for instance, we advocate attempting each English and Spanish.

Areas inside Spain

A majority of influencers in Spain are based mostly in 9 totally 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 Neighborhood of Madrid rank first and second.

Most-mentioned manufacturers by influencers in Spain

These have 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 planet. FC Barcelona is likely 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 are not any shock. The record contains a mixture of normal and geolocation hashtags.

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

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

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

For influencer advertising and marketing campaigns, you need to encourage influencers to say and/or tag your model. You probably 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 fundamental rundown of the state of Instagram influencer advertising and marketing in Spain. In order for you extra data like this, take a look at our article How A lot Do Influencers Cost? or High TikTok Influencers By Nation

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