Social media trends in Spain 2024

Are you planning to expand your business to the Spanish market? Then, establishing a good presence in Social Media is crucial. If you want to achieve it, you must consider looking at the top social media trends in Spain.

This guide will give you the lowdown on the main social media trends in Spain in 2024. Ready to take notes and plan your Spanish conquest? Let’s go!

Oh wait, but who are we to talk about social media trends in Spain?

Gaasly is a local digital marketing agency with Spanish consultants. We do online marketing to help your company generates more sales in Spain. Feel free to reach out if you want to be assisted with your business in Spain. We have highly skilled local professionals at hand just for you! In the meanwhile, enjoy your reading.

TikTok reduced the attention span of users in Spain

The Chinese, video-heavy social media platform is undoubtedly experiencing a flourishing period across the globe. In Spain, this seems to be even more pronounced.

From content creators and influencers, to local businesses, social media users in Spain are choosing TikTok over Instagram at an increasingly fast rate. So much so, that many reports highlight that TikTok might end up overtaking its archenemy in the next few months.

According to studies, this change even affected the attention span of the population, mostly the younger age groups. The main reason is that TikTok is designed to make users consume really short content. Users just scroll all over a massive amount of videos, and they will decide in just the first two seconds if they stay in a video to watch more.

How a reduction in the attention span affects the way businesses create content

Under this situation, companies are now obliged to hook attention or explain themselves in just a few seconds, with a special mention to the first two seconds. You should consider doing something funny, strident or even bizarre in the first seconds to get users' attention. Afterwards, do a smooth transition to the content you want to show them.

In addition, TikTok has its own trending content, which varies every week. Users are more open to pay attention to the trending content of the week, and this content normally consists of a dance or action coordinated with a song. Artists know this, and they are even composing their songs now to make them TikTok friendly.

In short terms, make a research on what's trending every time you create content, with special attention to what is the trending music of the week. To help you with this task, we leave you with a Spotify playlist of top trending musics on TikTok in Spain.

https://open.spotify.com/playlist/1JhllMCa5z4j6xEIpr7NfC

Instagram fights TikTok in the short-content market

Due to the shortening of the attention span in the younger age groups, as we mentioned before, Instagram knows how important it is to be first in the short-content market.

To be able to compete with TikTok, it first needs to have great short content on its platform. This is why Instagram is rewarding accounts that create good short content giving them a huge visibility. Instagram algorithm changed so that even if you are a new account with no followers, your content can reach hundreds of thousands of users, even millions.

Short content on Instagram is called Reels. Focus on creating great Reels, and you will see how fast your followers grow.

The latest trends of Twitter (X) in Spain

X (formerly Twitter) has been undergoing significant transformations throughout 2024, with new features and updates shaping the way users and businesses interact on the platform. These changes are important for social media managers to understand as they navigate the evolving landscape of X.

New ways to engage and moderate content

X has introduced several new features aimed at enhancing user interaction and content moderation. Community Note Requests are now available, allowing users to request additional context for questionable posts. Additionally, X is testing a downvote button for post replies, providing another layer of user feedback.

Changes in content visibility

The platform is increasingly focusing on user privacy and content control. For example, likes are now private across the platform, and like counts on posts will soon be hidden entirely. These changes suggest a shift towards more discreet user interactions, which could affect how content creators and businesses measure engagement.

Evolving video and media consumption

Video content is becoming more prominent on X. The platform is testing Auto Advanced Mode to enhance video viewing experiences by stopping auto-play of the next video. There’s also a move towards higher video quality and the possible introduction of a dedicated video tab, signaling X’s push towards becoming a more video-centric platform.

New tools for advertisers

Advertisers on X should note the launch of Ads Academy, a new training program designed to help businesses run more effective campaigns. Furthermore, the ability to sponsor creator videos is being introduced, offering new opportunities for brands to reach their target audiences through curated content.

The metaverse is still on trend for social media promotions

Spanish online users are also progressively more drawn to the fast, ever-changing universe of the Metaverse. Mark Zuckerberg’s cutting-edge brainchild, the Metaverse is expected to become a popular trend among social media users in Spain.

The platform’s ability to support and enhance NFTs, augmented reality, and virtual influencers is what attracts Spanish consumers the most. According to a Spanish statistics survey, 64% of consumers in Spain have already bought a virtual good. And this number is expected to rise in 2024.

But what about Facebook, specifically? Is it going to become an obsolete way to communicate and do business? Not at all. In 2024, the projected number of monthly Facebook users in Spain is over 20 million. This represents an increase of 2 million users compared to 2015 figures. And it only includes genuine, active Facebook accounts.

Facebook in Spain remains a strong and popular social media platform, so much so that it still ranks as one of the most downloaded social media apps across the country, both on Google Play and on the Apple Store. Doing advertising to develop your global business in Spain comes to be very strategic!

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Most relevant demographic trends on social media platforms

In line with what we have seen around the world, Spanish users have demonstrated to be drawn to specific social media channels depending on their age group.

For example, recent data collected by Statista has highlighted how more than half of Instagram users in Spain fall between the ages of 18 and 34. And although it was proven that older users and generations tend to switch to different platforms. The survey has also revealed that users above the age of 64 accounts for more than 3% of the total base.

As for Facebook, Millennials seem to be the demographic that opts for this social media platform the most, whether to communicate with friends and family or as a way to create business connections. The second-largest demographic to prefer Facebook to other social media networks appeared to be users between the ages of 35 and 44, which account for over 21% of the overall base.

Spanish demographic insights at a glance

Population: 47.5 million
Internet Users: 45.58 million (96% penetration).
Social Media Users: 39.7 million (83.6% of population).
Mobile Connections: 60.44 million (127.2% of population).
Major Social Media Platforms: YouTube, Instagram, and TikTok have the highest user reach.

Facebook statistics for Spain 2024

Total Users: Approximately 23.35 million in Spain.
Ad Reach: Facebook's advertising reach is estimated at 49.1% of the population aged 13 and above.
Growth: There is a slight decline in the number of users compared to the previous year.
Demographics: The platform has a balanced user base across different age groups, with a slight skew towards older users.

Instagram statistics for Spain 2024

User Base: Approximately 22.60 million users.
Ad Reach: Instagram's advertising reach is about 47.6% of the population aged 13 and above.
Growth: Instagram has seen steady user growth, with particular popularity among younger demographics.
User Demographics: The platform is heavily used by younger users, especially those aged 18 to 34, with a strong engagement rate compared to other platforms.

TikTok statistics for Spain 2024

User Base: Approximately 21.63 million users.
Ad Reach: TikTok's advertising reach is about 45.5% of the population aged 18 and above.
Growth: TikTok has experienced rapid growth, particularly among younger users.
User Demographics: The platform is extremely popular among younger demographics, especially those aged 18 to 24, with high levels of engagement.

Youtube Statistics for Spain 2024

User Base: Approximately 40.40 million users.
Ad Reach: YouTube's advertising reach is about 85% of the population aged 18 and above.
User Demographics: The platform has widespread usage across all age groups, with particularly high engagement among younger users.
Content Engagement: YouTube has high engagement levels, making it one of the most popular platforms for video consumption in Spain.

LinkedIn Statistics for Spain 2024

User Base: Around 17 million users.
Ad Reach: LinkedIn's advertising reach is about 35.8% of the population aged 18 and above.
User Demographics: The platform is heavily used by professionals, with a significant proportion of users in the 25 to 34 age group.
Platform Usage: LinkedIn is primarily used for professional networking, job searching, and B2B marketing.

So, where are all the teenagers at? As you might expect, and in line with most other countries worldwide, Spanish teens all flock to TikTok. This, in fact, is the platform that attracts the youngest generations, with average users belonging to the Generation Z demographic.

The takeaway

If you are planning to expand your business to the Spanish market and use social media networks to achieve your goals, then this article can help. Knowing the main trends of the Spanish market, in fact, is the first, essential step to securing steady and successful business connections and opportunities in the country.

In Spain, users opt for different platforms depending on their age group, with younger generations preferring channels like TikTok and Instagram, and older demographics making heavy use of Facebook.

In particular, TikTok is forecasted to reach an even wider user base in 2022, and this is especially due to its support of short-form video content – the way to go this year.

A boom with Twitter is also looking likely, in Spain. As the platform continues to change and adapt to its user's requirements and expectations, Spanish social media users are going to be increasingly drawn to it.

Would you like to receive even more tips, resources, and advice on how you can build and execute a successful social media marketing strategy in a foreign country? Contact the team at Gaasly today, and we will be happy to provide you with all the help and knowledge you need!

Contact us, and let's have a talk!