Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Instagram in Spain - statistics & facts
Being the closest platform to challenge Facebook’s long reign in Spain, Instagram has the second-largest social media audience in the country, with a user base of around 21.07 million users as of 2022, expected to grow another 4.08 million by 2027. While Spanish Facebook users are starting to feel fatigued by Meta’s flagship platform, Instagram’s visually focused format and popularity among younger generations put it into a more comfortable position in the Mediterranean country’s social media sphere, especially considering its favorable positions in the country’s social influencer market and e-commerce sector.
Unlike Meta’s flagship network, Instagram’s popularity is solid among younger audiences, ranking as the second most popular platform among Generation Z and Generation Alpha users. Its position is likely to remain comfortable in the upcoming years, considering the halt in Facebook’s progress, and TikTok’s expansion in Spain, which still hasn’t gathered larger audiences despite its fast growth in downloads and targeting similar niches.
Meanwhile, more than half of Instagram users in Spain are aged between 18 to 34 years old, most of them being women. The platform’s audiences are predominantly concentrated in big population centers like the capitals Madrid and Barcelona, where its popularity even surpasses that of Facebook.
Noteworthy, Instagram’s most followed accounts in Spain have a much higher presence of female personalities, coming from various backgrounds but are frequently connected to arts and entertainment. In comparison, Twitter's most followed accounts in the country are dominated by male personalities, especially when considering the popularity of its football teams and players. Whether officially being considered influencers or not, Instagram’s top accounts reflect a more authentic picture of the country’s overall followership of social accounts.
The platform’s role in the Spanish social commerce sector becomes even more clear among younger audiences with the Instagram Shopping feature. While the followership of influencers and brand profiles is stronger among Spanish Gen Z users, making purchases directly through social platforms grows strong across all age groups, highlighting the potential of its fresher and still competitive format.
How strong is Instagram in Spain?
Ranking only behind only WhatsApp, Instagram has the second-largest usage reach, and is the second favorite platform among Spanish social media users, being the first choice for 23 percent of these audiences. Figuring among some of the most accessed websites in the country, Instagram is accessed by around three-quarters of social users in 2023, ranking third in terms of user awareness and monthly active users when also including Facebook.Unlike Meta’s flagship network, Instagram’s popularity is solid among younger audiences, ranking as the second most popular platform among Generation Z and Generation Alpha users. Its position is likely to remain comfortable in the upcoming years, considering the halt in Facebook’s progress, and TikTok’s expansion in Spain, which still hasn’t gathered larger audiences despite its fast growth in downloads and targeting similar niches.
How do Spaniards use Instagram?
Almost 70 percent of Instagram’s Spanish audiences use the platform at least every day, with an average usage time of little more than an hour. In comparison to other platforms, Instagram’s engagement surpasses the one of Facebook but is used for less time than several other platforms, including WhatsApp and TikTok, or even smaller contenders like Twitch and Discord.Meanwhile, more than half of Instagram users in Spain are aged between 18 to 34 years old, most of them being women. The platform’s audiences are predominantly concentrated in big population centers like the capitals Madrid and Barcelona, where its popularity even surpasses that of Facebook.
Leader of the Spanish influencer market…
Despite not overcoming Facebook in terms of reach, Instagram's potential in Spain is better explored in the country’s blossoming social media influencer sphere, as more than half of social media users in Spain follows influencers. With relatively successful influencers in terms of promotion and credibility, combined with its audience’s demand for weekly content, Instagram is the most used platform to follow influencers in Spain, being the choice for around 70 percent of the country’s social media users for this purpose.Noteworthy, Instagram’s most followed accounts in Spain have a much higher presence of female personalities, coming from various backgrounds but are frequently connected to arts and entertainment. In comparison, Twitter's most followed accounts in the country are dominated by male personalities, especially when considering the popularity of its football teams and players. Whether officially being considered influencers or not, Instagram’s top accounts reflect a more authentic picture of the country’s overall followership of social accounts.
… and second most-used for social-commerce
Instagram’s ascent in Spain is not just restricted to its thriving social influencer sphere, as the platform replicates its success in Spain’s e-commerce sector. Despite also ranking second to its Meta sibling Facebook and having far smaller social commerce revenues, the network is the second-most used for commercial purposes and the second-most used by marketplace customers in the country.The platform’s role in the Spanish social commerce sector becomes even more clear among younger audiences with the Instagram Shopping feature. While the followership of influencers and brand profiles is stronger among Spanish Gen Z users, making purchases directly through social platforms grows strong across all age groups, highlighting the potential of its fresher and still competitive format.
