Influencer marketing continues its evolution as a strategic discipline in the ecosystem of Spanish brands. This is reflected in the second edition of the biennial study “Influence Marketing Scope”, prepared by Scopen based on interviews with 284 professionals, including 191 brand managers and 93 senior professionals from specialized agencies, between the months of April and June 2025.
The report analyzes the perception, relationship and challenges around influence marketing in Spain, and offers a comparative vision with respect to the previous edition, consolidating trends and revealing new dynamics of the sector.
The study has considered the opinion of 284 influencer marketing professionals
The sample of company managers maintains an average age of 37 years, with 6.6 years of seniority in the company and 5.3 in their current position. 92% participate directly in decision-making, especially in marketing (22%), social media (14%) and digital (14%) departments. 60% work in Madrid and 56% in foreign multinationals, with mass consumption and services being the most represented sectors.
On the agency side, the female profile also predominates (72%), with the majority in Madrid (81%), an average age of 34 years and positions that range between account management, influencer marketing managers and CEOs.
Ranking of brands, agencies and influencers
In terms of brands, L’Oréal is ranked as the best-rated company for its influencer marketing strategy, clearly standing out from the rest. They are followed by Vicio, Wallapop, El Corte Inglés and KFC, which share fourth position.
The report also includes an evaluation of the most notable influencer marketing campaigns of the year, as well as a ranking of the most spontaneously mentioned influencers, which is headed by María Pombo, who revalidates her leadership. Completing the top 10 are Violeta Mangriñán, Nil Ojeda, Ibai Llanos, Lola Lolita, Marina Rivers, Xuso Jones, Sofía Hamela, Plex and Carlos Peguer
Regarding the agencies, the study includes six differentiated rankings to evaluate the agencies by knowledge, exemplarity, attraction, market perception, customer evaluation and opinion of the competition. In them, Keepers and SAMY are the most prominent, appearing in four of the six rankings and leading two each.
H2H also shows a strong presence, leading customer ratings and occupying an additional three third positions. The Story Lab tops the competition, while Yellow Brick Road and YouPlanet are among the agencies with the most satisfied clients.
Instagram, TikTok and lifestyle: the influencer marketing ecosystem
83% of those interviewed declare that the Influence Marketing budget they have in their companies comes from the Marketing and Advertising department, and almost a third (29%) from the Communication department, growing compared to the previous edition.
Instagram (94%) remains the platform most used by brands, followed by TikTok (57%) and YouTube (21%). The most used influencer types are lifestyle, humor/entertainment, fashion and beauty and gastronomy, with notable growth in the fitness/sports/wellness field.
As for the profiles, work with native influencers, UGC creators and celebrities predominates, especially with audiences between 100,000 and 500,000 followers.
Additionally, 97% of brands work through agencies. Among the most valued benefits of this formula are access to profiles, sector knowledge and operational facilitation.
When professionals are asked to define influencer marketing, the most frequent terms are: reach, notoriety, proximity, credibility and influence. While agencies aim more for creativity, connection, authenticity and results.
Visibility and brand image continue to be the main investment objectives, above conversions or sales. However, measuring ROI remains a pending issue, according to Scopen, and is emerging as one of the great challenges for the future, along with professionalization, credibility of content, audience fragmentation and channel saturation.
“We observe how Influence Marketing is consolidated as a more strategic, creative and data-based discipline”says Óscar López, Research & Studies Director of Scopen. “An ecosystem in which brands bet on authentic and culturally relevant campaigns, supported by specialized agencies that become a great ally to effectively reach audiences.”
More info: Influence Marketing Scope 2025
