Current state of social media in Spain

Social networks have undeniably become a crucial part of daily life. According to the 2024 Social Media Study conducted by IAB Spain and Elogia, here are 10 key insights into social media usage in Spain:

1.What is the most well-known social media app in Spain?

Whatsapp is recognized as the most well known social media app in Spain, with a 96% in suggested expertise. It is closely followed by Facebook and Instagram, each at 92%. YouTube ranks fourth (89%), showing a six-point increase. TikTok holds the fifth position, with mentions increasing from 82% to 84%.

On the other hand, Facebook is the most spontaneously known social network among the survey respondents (aged 12 to 74).

2. What is the most used social network?

For nobody surprise: Whatsapp, with a 91% of usage. YouTube climbs from fourth to second place at 66% usage (+3pp). Facebook drops from third to fourth position, losing six points, while TikTok (38%) rises from seventh to fifth place, pushing X (38%) to sixth.

3. Facebook’s usage in Spain has been declining since 2019

The number of users on Facebook has decreased from 83% in 2018 to 59% in 2024. However, Spotify is the platform we spend the most time on daily: 1 hour and 40 minutes. Facebook had its last upturn in Spain in 2023.

4.Which are the best rated apps?

Again, WhatsApp also tops user satisfaction ratings (8.4). The instant messaging app is ahead of Spotify (7.9) and YouTube (7.8). TikTok increased its rating, as it happens with Snapchat, Twitch or Discord.

Threads has the lowest rating (5.9).

5. Who creates more content?

The study states that 1 out of every 2 social network users creates some type of content. People aged 35 to 44 (59%) are the most active content creators on social media. Images (37%) are the most shared format.

In second place are videos (26%), also with special relevance among users between 25 and 34 years of age (43%). Most of the videos published are short, less than 45 seconds (75%). Lastly, we come across audio content (9%).

6. 57% of users prefer lasting content over temporary content,

People between 35 and 44 years old are the ones who publish this type of content the most (67%). While 43% of users show a predilection for ephemeral content, especially Gen Z (people between 18 and 24 years old) being 55%.

7. Vertical video

The study affirms that vertical video is the most efficient format on social networks. By platform, on Instagram an average of 73,512 posts are published (without taking into account those corresponding to sweepstakes) and 49,160 reels, with the latter having 5% more effectiveness in terms of interactions.

On YouTube, 6,562 videos and 8,757 shorts are published, with the latter showing 96% more effectiveness.

8. How spaniards access to social media

Mobile devices remain the primary way to access social media. The most active times are between 4:00 PM and 8:30 PM, and from 8:30 PM to 12:30 AM.

9. Why users follow brands?

Users follow brands to stay informed and understand current events (61%). Other reasons include entertainment (52%), inspiration (42%), and trend following (39%). Brands in the culture, entertainment, and media sectors (71%) are the most followed, followed by travel, transportation, and tourism (53%).

10. What are the favorite brand content for users?

Among brand content, humor (32.7%) and giveaways (26.5%), along with informative content like product updates (7.5%) or recipes (4.8%), are the most popular.

Which of these social networks do you prefer to explore? Which ones do you spend the most time on? Share your thoughts in the comments. If you know of another social network we have not covered and have interesting or relevant information to share, don’t hesitate to let us know… and help us all learn something new!