In the last decade, influencers have gone from being a digital curiosity to becoming protagonists of marketing and global social conversation.Companies, brands, and platforms have transformed the way they connect with users thanks to the influence of these content creators, who today move masses and define trends on a global scale.
Comscore's recent report, "The Influencer Effect: Driving Engagement," places influencers at the center of digital interactions.. According to the analysis, Professional influencer accounts account for 36% of all social media interactions globally., especially during the first months of 2025. The ability to create strong communities, generate conversation, and transcend conventional niches has made its role indispensable in any modern digital strategy.
The new paradigm: real engagement and relevant metrics
Brands are no longer just looking for large numbers of followers, but also for quality and authenticity in their interactions.According to the report, the key indicators to measure success of an influencer campaign are the commitment (quantity and intensity of interactions), the feeling generated in the audience and the timing of the publications. Everything points to that The real value of an influencer is in their ability to connect emotionally with their community, beyond the superficial numbers.
This paradigm shift has led to new trends in influencer marketing. Collaborations between brands and influencers are now evaluated by affinity and authenticity., allowing for more organic and impactful campaigns, such as those starring Kendall Jenner and Calvin Klein, or creative experiments like the CeraVe campaign with Michael Cera. In both cases, The real key was the perfect fit between the influencer's personality and the brand., going beyond mere notoriety.
In Spain, the growth of influencers has been especially notable.Figures like Georgina Rodríguez, Fabiana Sevillano, Ibai, and creators like Rubius and IlloJuan on Twitch and YouTube top the engagement rankings, demonstrating that the Spanish market is among the most active and receptive to these new communication dynamics.
The rise of virtual influencers and the AI revolution
One of the big developments of recent months has been the emergence of virtual influencers.. Avatars such as Aitana López, Lil Miquela, and Lu do Magalu have starred in international campaigns with surprising results, accumulating several million interactions per action. These characters, created using artificial intelligence, offer brands greater scalability and control of the message, minimizing reputational risks associated with human influencers.
However, The introduction of digital influencers poses unprecedented challengesWhile they allow brands to operate in different markets simultaneously and explore novel creative formats, the biggest challenge remains maintaining authenticity and an emotional connection with the audience. The perceived disconnect between avatar and audience can limit their impact, forcing brands to balance innovation and human intimacy in their strategies.
In Spain, the trend towards hybrid profiles and the increasing use of artificial intelligence to analyze data and adjust campaigns in real time is becoming more established. More and more companies are turning to AI tools to detect which creators are truly relevant for each niche and adapt your communication dynamically.
The success of an influencer campaign depends largely on a comprehensive vision that encompasses all relevant platforms.
The success of an influencer campaign depends largely on a comprehensive vision that encompasses all relevant platforms.The Comscore report highlights the importance of not focusing on a single network, given that The audience is constantly switching between TikTok, Instagram, YouTube and other platforms.For example, rankings show that TikTok profiles like Fabiana Sevillano and Ibai stand out; on Instagram and X, names like Georgina Rodríguez and Sergio Ramos prevail; while on YouTube and Twitch, entertainment and sports creators triumph.
Posting at the right time is another decisive factorThe data in the report identifies The most effective time slots to capture the attention of the Spanish public: Monday to Friday afternoons and evenings, starting at 19 p.m., are ideal for the main platforms, while Sunday is consolidated as the busiest day on Instagram. “heat maps” of interaction allow creators and brands to further optimize their reach and results with each action.
Influencer marketing, therefore, requires a strategic and multidimensional approach: from careful selection of profiles and brand affinity with the creator, to channel selection and content scheduling based on actual audience behavior.
Social challenges, ethics, and new opportunities for brands and creators
The popularity of influencers is not without challengesThe hate-watching phenomenon—users who consume content solely to criticize or harass—and social pressure have highlighted the importance of emotional management for both creators and their followers. Likewise, the growth of virtual influencers raises questions about authenticity and identity in the digital environment.
Another key aspect is social responsibility and respect for the lawThe influence on young audiences requires extreme transparency and avoidance of misleading messages or those that could harm vulnerable groups. Platforms and brands are increasingly working to filter and moderate negative content, while promoting digital education and professional ethics in the sector.
Spain has established itself as a benchmark in business transformation supported by influencers.More and more companies are integrating both human and virtual profiles into their strategies, focusing on credibility and proximity. The use of advanced metrics, the promotion of short content, and a commitment to transparency are setting the pace for this new era.
The evolution of the role of influencers and their global interactions reaffirms that Influencer marketing, far from being a passing trend, is already the true driver of engagement and social transformation in the digital age.The balance between technology, authenticity, and strategy will be crucial to the success of brands and creators in the coming years.