Estudio Marcas Redes Sociales

XI Observatory of Brands in Social Networks 2023

We present the benchmark study that Gestazión prepares annually for IAB Spain.

The only study that analyzes the activity of Spanish brands in social networks.

DDownload here the complete annual radiography elaborated by Gestazión, Metricool and Alkemy for IAB Spain, which analyzes this year the activity of 204 brands in social networks divided by sectors/categories.

This edition of the Observatory analyzes brand activity on Facebook, Instagram, YouTube, X (Twitter), Twitch, LinkedIn and, new this year, also on TikTok. According to this last year's data:

  • Facebook continues to be the social network with the largest community with 58% of the total share in Spain..
  • X (Twitter) is the social network where most posts are made, with a share of 76%, followed by Facebook (11%), Instagram (8%) and YouTube (5%) which increases its share this year by 3% VS 2022.
  • Instagram is once again the social network with the most accumulated interactions and remains the most efficient.
  • The Observatory reveals that on TikTok, personal accounts obtain better engagement rates than business accounts.

If you want to know all the data, do not hesitate to download this report of more than 200 pages, essential for marketing and communication managers, social media managers and any professional who needs it:

Measurement standards in RRSS valid for any social network.
Specific market data to compare social activity across brands and/or sectors.
Contrasted arguments that justify the marketing investment in RRSS.
Actionable conclusions to help improve brand strategies in social networks.


Download the study