6% increase in users who follow brands on Social Networks

Retail continues to be the sector that brings together more community and generates more interactions. Telecommunications is the one with the most publications and entertainment with the highest engagement rate. The optimization of brand publications improves their efficiency by 52% compared to 2019. The virality achieved by brands increases by 47% in the Covid-19 period

IAB Spain, the association of advertising, marketing and digital communication in Spain, has presented the 8th edition of the Trademark Observatory on Social Networks. The study includes the activity of 111 brands, chosen thanks to the data provided by Infoadex based on its Advertising Investment Study in Spain in all media and the categorization is based on the Digital Media Advertising Investment Study carried out by IAB Spain and PwC, which allows data to be crossed between both studies. The sectors analyzed have been: Automotive, Games and Gambling, Beauty and Hygiene, Distribution, Energies, Finance and Insurance, Government and Politics, Food, Retail, Technology, Telecommunications and Travel.


Brands register an average of 574,462 users on all social networks, 6% more than last year. Facebook stands out as the network that brings together the most Community (61%), followed by Instagram, which experiences notable growth, going from 13% last year to 19% today.

By categories, Retail leads the followers ranking with almost two million followers in all its social networks (21.2%). Technology follows, with 1,305,490 followers (14.5%) and Distribution closes the podium with 1,243,477 followers (13.8%). As for the brand ranking, Lidl, El Corte Inglés and Ikea are the brands that occupy the Top3, with the first two exceeding 3 million followers and the third, two and a half million followers.

Publications and engagement

The average number of publications of the brands in social networks is 3,261 in all the networks of the brands, with Twitter being the social network with the highest volume of publications of the brands (accumulating 82%). The sector with the highest frequency of publications is Telecommunications, with 19.9%, followed by Games and Gambling, which concentrates 17.2% of publications, and Retail with 8.8%. In this case, William Hill, Orange and Jazztel lead the ranking of brand publications.

Engagement improves by 19% compared to last year, highlighting Instagram that almost doubles its growth, compared to YouTube that stagnates.

Among the sectors that generate the most engagement, Entertainment (33%), Energy (28%) and Automotive (11%) stand out. In this case, the actions of Iberdrola, DAZN and JEEP are the ones that produce the most engagement.


The average of accumulated interactions of all social networks rises 26%, highlighting Instagram, which grows 13% compared to 2019. By sectors, Retail, Entertainment and Distribution are in the lead, with Carrefour, El Corte Inglés and Lidl being the brands that stand out the most in this category.


This year, there is a 3% increase in virality. We remember that since YouTube and Instagram do not have shared content, Twitter and Facebook share the quota. The total number of shares reached in the analyzed period has exceeded three million (3,314,093) and the average virality of brands on social networks has been 29,857 shared posts. According to the virality ranking by categories, Government and Politics stand out (20.05%), followed by Retail (16.8%) and Games and Gambling (11.8%); while, in the analysis by brands, the actions of Gallina Blanca, DGT and Día are those that reach the first positions in the ranking.


It is the parameter with the highest growth, 52%. In fact, the work of the brands to give their publications higher quality has been reflected in this increase.

The only network experiencing a slight decline is YouTube.

Distribution, Retail and entertainment are the Top3 leading sectors in this category, being the most efficient brands, McDonald’s, Gallina Blanca and Burger King.

As an addition to the study, a comparison is made between the preCovid and Covid periods, separately analyzing the months of March, April and May.

In these results it has been seen how the number of publications has been maintained, but the interaction has risen by 3% and virality has experienced an increase of 47%.

In the networks, it is observed that Facebook and Twitter have been favored by increasing publications and interactions, while Instagram has suffered a decrease in publications and YouTube in engagement.

As Marcos Blanco, Executive Director of Gestazión explains, “There are now 8 editions of the Observatory and we continue to provide a unique photograph on the market that helps brands have a first and comparative reference for their own activity on social networks. In addition, this year We have incorporated more brands and sectors, which allows us to have a more complete vision of the market. In this year’s edition we see how brands continue to bet on social networks as their Community grows 6 points to reach 574,462 fans / followers, but above all, we see how they optimize their activity more and more, improving their Engagement (+ 19%) and Virality (+ 3%) ratios. ”

For his part, Marc Carrillo, Digital Analytics Director of Epsilon Technologies emphasizes that “with the Covid-19, the use of social networks by users has grown exponentially and they are consolidated as the only channel of engagement and direct conversation between users and brands. To be relevant in this ecosystem, brands must provide more value to users through recipes, tutorials, tips & advice. In addition, they must promote interaction mechanics in the form of challenges and interactive Tik-style dynamics Tok. On the other hand, it is increasingly important to position yourself as a conscious brand and demonstrate with facts the contribution of your brand to the development of society and the environment. The contribution of social networks to business generation is increasingly clear and we see a very high growth potential for brands on these platforms. “