The new social media platforms redefining influencer marketing

Influencer marketing in Spain is no longer a passing trend. It has become a core strategic tool for brands. In recent years, the sector has undergone a major transformation driven by new platforms, evolving formats and an increasingly professional creator community. At Keepers, we break down what is changing and why it matters.

A rapidly growing sector

According to the Influencer Economy study by IAB Spain and Primetag, the sector grew by 40% in 2024 compared to 2023, with more than 207,000 active creators exceeding 10,000 followers.

Growth has continued into 2025. A report by Puro Marketing notes that there are now over 15,000 creators with more than 100,000 followers, a 16% increase year on year. These figures confirm the ongoing professionalisation of the sector and brands’ clear commitment to digital influence.

Instagram and YouTube: the platforms that paved the way

For years, Instagram and YouTube dominated influencer marketing. Paid collaborations, discount codes and popular hauls or unboxings defined a golden era of sponsored content.

Instagram remains a preferred platform for many brands thanks to its versatility. Feeds, Reels and Stories allow brands to balance aspirational content with a sense of closeness and immediacy.

As we often highlight at Keepers, Instagram’s strength lies in its ability to deliver entertaining, visually appealing content that is quick to consume, while still allowing for direct calls to action that support conversion.

TikTok: the authenticity revolution

If one platform has truly rewritten the rules, it is TikTok.

Its algorithm, which prioritises virality over follower count, has democratised digital visibility. Today, any user with a strong idea can reach millions of views in a matter of hours.

Success is no longer defined by who has the largest audience, but by who connects most effectively with their community.

The rise of micro-influencers

This shift has fuelled the growth of micro-influencers, creators with smaller but highly engaged audiences. Rather than chasing mass reach, brands are finding authenticity, closeness and real interaction in these profiles.

According to the 2024 Influencer Marketing Hub report, 55% of marketing professionals consider TikTok the most effective platform for influencer campaigns, even surpassing Instagram.

The power of spontaneous content

Authenticity is the key to TikTok’s success. Users respond far more positively to natural, genuine content than to heavily produced pieces.

On this platform, creativity matters more than budget. Brands must learn to speak the same language as their audience. In the era of short-form video, TikTok does more than entertain. It inspires, connects and sells. A few seconds can turn a story into an opportunity.

LinkedIn and Threads: a new wave of influence

While TikTok continues to set the pace, other platforms are carving out their own role within the influencer marketing ecosystem.

LinkedIn: professional influence

LinkedIn has evolved beyond a digital CV platform. It has become a space for thought leadership and professional conversation. Increasingly, experts and specialist creators use LinkedIn to build personal brands and generate trust through valuable, knowledge-led content.

On LinkedIn, influence is measured in credibility and authority, rather than likes or follower numbers.

Threads: conversation as strategy

Threads is gaining momentum thanks to its conversational and authentic nature. In an environment shaped by immediacy and informality, the platform enables brands to build more human relationships that feel less filtered and more aligned with today’s digital culture.

Here, influence is defined by the ability to spark genuine dialogue, not by visual perfection.

A new era of influence

Influence today can be professional, spontaneous or emotional, but it must always be authentic. The platforms that understand that real connection matters more than visual impact are shaping the future of the industry.

Influencer marketing continues to evolve, driven by creativity, segmentation and authenticity. At Keepers, we see it clearly. Brands that adapt to this new dynamic, where story matters more than format, are the ones that will stay relevant in an ever-changing digital landscape.