m i l k y w a y a g e n c y


During and after the pandemic, the use of social platforms has grown exponentially worldwide, but particularly in Spain. According to the data presented in the Digital Report Spain 2023, 90.1% of the population over 18 years old have active profiles on social media. Therefore, they are an audience with full penetration, and brands shouldn’t leave them out of their marketing strategy.

Social media has become the second source for searching for information about brands, surpassing even the brands’ own websites. The study also highlights that 65% of social users use the different platforms to stay informed about their favorite brands, new products, etc., which translates into an increase in traffic and sales generated from these profiles.

Today, more than half of Spaniards buy products online weekly. According to TikTok, 83% of its Spanish users affirm that the platform played a key role in their purchase decisions. Interesting, right?

But, what does all this mean for brands?

1. Raise the bar!

According to our technology, 85% of companies have active profiles on social networks. However, the engagement rate of these types of profiles ranges between 0.3% and 0.5% on Instagram. A percentage significantly lower than the 1.5% average that the non-business users have. Of course, this data varies for each platform, but the ratio is similar across all.

A practice that we see more often than not is having inexperienced people managing brand’s profiles, even though this isn’t the best way to improve performance. Neither is wanting to be present on all platforms if one doesn’t have the resources needed to maintain active profiles. In short, brands have to up their game. And to do so, it needs to be done right!

The most popular social platforms in Spain are WhatsApp, Instagram, Facebook, Twitter and TikTok. Moreover, business profiles are the second most followed type. But usually when users are asked how many brands they follow online, they can’t name more than two or three. This means that the content shared isn’t relevant enough to position the brand as Top-of-Mind, which is why one size fits all doesn’t work on social media. Hence, brands need to craft and adapt their social strategies and content for each platform and target audience. Keep reading to know more!

2. Social media can and will impact all funnel stages

Not so long ago brands used social platforms as mere tools to be present online. Nowadays, strategies can be so precise that we can build awareness and engagement, drive performance and retention, or even do them all at once. Additionally, this digital channel is extremely useful to build lasting relationships with current and potential clients.

We’ve crafted a short list with key steps that brands should follow to achieve the desired impact, no matter the platform or platforms:

  • Firstly, define the strategy: We must take into account how we use social media versus how we could use it to improve the impact on our brand. This means understanding the benefits of each platform and choosing the right one for us and our objectives. Perhaps we only use them to build brand awareness or to connect with our clients, but it’s very likely that we can also take advantage to generate revenue. There is always room for optimization and improvement. If you are not sure how to define your strategy, visit our guide to create an impactful social media strategy.
  • Define your objectives and KPIs: These must be aligned with the company’s marketing objectives. We recommend focusing on SMART goals. This method will allow realistic control of the objectives achieved for a specific timeframe. It’s always better to have several short-term goals than to set unrealistic ones that will cost you or your brand a lot of effort for no reward.
  • Last but not least, get ready for success! It is important to understand which tools, investment and team – internal or external – are needed to achieve the desired objectives. Having an organic presence is no longer enough to generate the desired impact. Therefore, the need to use paid media such as Influencers or Creators and ads must also be taken into account to achieve these goals.

3. Measuring the results and adapting the strategy is as important as getting it right!

It’s pointless to have active profiles, create different content blocks or even allocate a budget for advertising if results aren’t measured regularly. The checks can be done weekly, monthly, quarterly or yearly: it would depend on the type of campaign being analyzed.

The key is to collect data that can help compare the results across the different profiles or content blocks, analyze how the process is going in comparison with the objectives set, etc. and thus be able to adapt the strategy as many times as necessary.

We also recommend making YoY comparisons. For instance, an e-commerce company will surely not have the same level of sales in summer as during Christmas. Therefore, making annual comparisons is also very important to understand if there are aspects to improve or which formula has worked so that it can be repeated.


We love what these Spanish brands are doing on social media. Have a look and get inspired!

If after reading this blog and checking these brands out, you’re still not sure where to start crafting a social strategy, or need a hand with Influencer and Creators campaigns, or if you are looking for content creation services, get in touch with our team, we love helping brands shoot for the stars!

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