Spanish brands have an average social media community of 460,179 users and publish an average of 436 pieces of content per month : these are some of the figures from the "IV Study of Brand Activity in Social Media," presented a few days ago by IAB Spain.
This report complements the "Study on the Use of Paid Social Media by Spanish Brands" by the Spanish Association of the Digital Economy (Adigital). Together, they provide an overview of the use and evolution of Spanish brands (or Spanish subsidiaries of foreign multinationals) on social media.
Main conclusions of the report1. The growth of brand communities on social media stagnates
One could argue whether an average of 460,179 users is a special lead lot or a few, but the truth is that it only represents a 1.7% increase compared to the previous year. This modest increase is even more striking when considering that between 2013 and 2014, brands recorded an average increase of 29.5% in their communities, going from 349,152 to 452,270. It's becoming increasingly difficult to gain followers organically on social media and retain them.
Or at least the number of pieces of content published: between 2014 and 2015, it fell by an average of 18% , from 532 to 436 pieces of content per month. Are they more selective? Are they publishing less but higher-quality content?
Brands invest in advertising to generate interactions, not to attract followers.
The main objective of investing in paid media is engagement within the platform and generating virality . This is followed by the pursuit of notoriety and reach, generating sales, and activating the brand's digital media. However, community expansion is relegated to the last priority. According to the Adigital study, the highest-rated network as an advertising investment platform is Facebook , due to its variety of advertising formats, targeting options, and user interaction capabilities (Twitter: tremble...).