XII Observatory of Brands in Social Networks 2024

Download here the only report that analyzes the activity of Spanish brands on social media

The "XII Social Media Brand Observatory 2024" is here, prepared by Gestazión, Metricool, and Alkemy for IAB Spain, where the social media activity of 206 brands divided by sectors/categories has been analyzed.

The report reveals important trends in brand behavior on digital platforms, and its findings can be highly beneficial for this year’s digital marketing strategies.

CONCLUSIONS

Growth in efficiency and virality

Brands are becoming more efficient on social media. This year, Instagram is consolidated as the most efficient platform, holding 82% of the share in this aspect, surpassing other networks such as Facebook (10%) and YouTube (7%). The brands that stand out the most in terms of efficiency and virality are Netflix, LaLiga, and DAZN, leading in interactions and shared content.

Instagram, the queen of engagement

With 72% engagement, Instagram remains the most powerful platform for generating interactions, especially through visual content like Reels. This format is not only the most efficient but also the one with the greatest reach, outperforming traditional formats such as images or text.

The importance of immersive content and artificial intelligence

Brands are innovating in how they communicate with their audiences, using more artificial intelligence tools to create content that connects with the public in real-time. These strategies have become fundamental in achieving a more direct and emotional impact.

TikTok solidifies its position in the digital ecosystem

For the first time, the observatory includes an analysis of TikTok, revealing that personal accounts surpass corporate accounts in posting frequency. Additionally, Fridays and Tuesdays are the most effective days to post on this social network, with higher levels of interactions and views.

RECOMMENDATIONS

Brands should take advantage of these emerging trends to optimize their digital presence. Here are some recommendations based on the observatory's findings:

In conclusion, the 2024 Social Media Brand Observatory highlights the importance of efficiency, immersive content, and adapting to new platforms like TikTok to remain competitive in the digital landscape. Brands that capitalize on these trends will lead in engagement and reach this year.

If you want to access all the data, don’t hesitate to download this report of over 200 pages, essential for marketing and communications managers, social media managers, and any professional who needs:

• Measurement standards on social media applicable to any platform.
• Specific market data that allows for comparison of social activity between brands and/or sectors.
• Proven arguments to justify marketing investment in social media.
• Actionable insights to help improve brand strategies on social media.