Authenticity has become an essential element in influencer marketing strategies in Spain. In an environment where brands are no longer solely focused on follower numbers, but on the genuine connection between content creators and their audience, Seeders Agency has conducted a study examining the ratio of organic posts versus commercial collaborations of some of the most relevant influencers in the country.
The analysis focused on five prominent figures: María Pombo, Georgina, Paula Gonu, Dulceida, and Marta Díaz. According to the results, María Pombo stands out as the influencer who has shared the most organic content on her Instagram profile in 2024, reaching a notable 74%. This approach reflects her desire to offer an authentic version of herself to her community, thus strengthening the relationship with her followers.
On the other hand, the study also analyzed these influencers’ engagement with professionals and freelancers in their posts. Georgina stands out by mentioning workers in 32% of her advertising collaborations. This recognition not only benefits the professionals involved, but also adds a layer of credibility to the collaborations she engages in.
The study, conducted by one of the most influential marketing agencies internationally, reveals significant trends about who is posting more advertising content and which of these influencers are willing to highlight the work of other professionals on their platforms. Delving into these aspects provides a new insight into the current dynamics of influencer marketing in Spain, where authenticity and engagement are increasingly valued by both brands and the public.
Source: MiMub in Spanish