IAB Spain, in collaboration with Primetag, the influence marketing analytics and ROI measurement platform, today launched a study titled “The Influencer Economy: Unfiltered Market Data” that addresses the evolution and growth of influencer marketing activities in Spain in 2023. ”, and its conclusions and analysis include over 97 million pieces of content, 10,000 followers and 100 followers across Instagram and TikTok, after analyzing sectors, creators, platforms and formats as well as various performance metrics and market benchmarks. Includes 235,000 influencers with over 10,000 mentions.
Activities by sector
Sports and fitness, fashion and entertainment account for 52% of the market’s media value. As research has revealed, the world of sport is the pre-eminent leader, and football is its standard bearer. Data has a greater presence on social networks, accounting for 81.6% of the estimated media value (EMV) of the sports and fitness sector and 52.6% of the total EMV of all branded content, making it the undisputed leader in the sector. Shows leadership. market. It is noteworthy that new sectors such as Technology & Software and Pharmaceuticals are entering the influencer marketing space. Technology and software had the highest EMV growth rate (+46% vs. 2022), while the pharmaceutical industry recorded growth of 41% vs. 2022.
CPM is lower, except for micro-influencers
This study confirms that influencer marketing has a good future. The sector has 235,000 active influencers in Spain and has successfully grown by 14% from 2022 to 2023, especially on TikTok (23%). Of note is that the CPM for content from mega-influencers (over 1 million followers) and macro-influencers (over 500,000 followers) has decreased slightly year-over-year. However, micro-influencers (less than 50,000 followers) will have higher CPMs.
Paid media and owned media
The value of paid content on Instagram and TikTok is expected to grow by 30% in 2023, with an estimated investment of €118 million. TikTok’s growth stands out (+66%). This type of content stands out in the fashion, entertainment, food and beverage sectors with over 10,000 active influencers.
The study also shows how owned media efforts are being strengthened. And brand-specific channels are becoming increasingly important in the influencer marketing ecosystem. In 2023, content published by a brand’s @handles will account for 35% of the total media value of branded content (up from 25% in 2022). As content creators, you account for the remaining 65% of media value.
Click here to access the studio.
