The number of professional influencers in Spain has grown by 23% in the last year. This is determined by an analysis of 2btube, a platform that considers influencers those users who have more than 100,000 followers in any of their social networks.
There are currently more than 9,100 professional influencers in Spain
In this sense, the company determines that there are currently more than 9,100 professional influencers in Spain and about 900 can be considered macro influencers by having more than one million fans in one of their social channels.
2btube claims that in Spain there are currently more than 154,000 creators with more than 1,000 followers on 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 1 million followers.
When comparing these figures to those presented in the same report in 2021, the band of creators with more than 1,000 followers has grown by 15%; the number of creators who now have more than 1 million followers is up 28%. Creators who have more than 100,000 followers, a moment that for 2btube means they have reached influencer status and can professionally engage in content creation, are now 23% more.
The influencer marketing sector has grown considerably in recent years. According to InfoAdex’s “El estudio de la Inversión Publicitaria en España 2022”, national companies invested 93.7 million euros in influencer marketing last year, which represents a growth of 23.9% compared to the 75.6 million in 2020; a year that in turn had been key for the sector, as the hiring of influencers was one of the few advertising strategies that increased with the pandemic.
In addition to the influencer profession there are many companies and professions that have emerged thanks to this sector. From agents or agencies representing influencers to experts in management and measurement of advertising campaigns with influencers, both in these agencies and in virtually all companies that provide services to advertisers.