Spain Leads the Transformation of Influencer Marketing in Europe
Influencer marketing in Europe is entering a new phase, shaped by a maturing sector and significantly greater competition. A Kolsquare report, produced with NewtonX and based on input from more than 600 industry professionals, confirms that the discipline has moved beyond a tactical role to become a strategic pillar of the marketing mix.
Spain stands out as one of Europe’s most significant markets, with more than 150,000 content creators and an increasingly established role within the wider ecosystem. But beyond sheer volume, the report highlights a profound shift in how brands and creators collaborate, measure results, and build value.
Here’s what we’ve found:
Rapidly Growing Volume and Diversity
The growth in the number of creators in Spain reflects not only the sector’s boom but also its diversification. The Spanish market stands out for its variety of profiles and niches, giving brands access to more specific audiences and allowing them to build increasingly targeted campaigns.
This evolution aligns with a broader trend in Europe: influencer marketing is no longer viewed as a standalone initiative, but rather as a tool integrated into broader communication, branding, and performance strategies.
Micro-influencers take centre stage
One of the most revealing findings in the report is that 86% of brands already work with micro-influencers, confirming their central role in today’s strategies.
This finding reflects a clear shift in the industry’s priorities. Rather than focusing only on large audiences, brands are looking for creators who bring credibility, relatability and a closer connection to their communities. Micro- and nano-influencers are becoming key drivers of trust in an environment saturated with content.
This approach often goes hand in hand with more distributed strategies, with brands working across multiple creator profiles to maximise relevance and impact in different niches.
More creators, with a more strategic focus
A growing ecosystem does not mean less control. Quite the opposite. The report notes that 78% of brands plan to work with more creators in the coming months, confirming the channel’s expansion within marketing strategies.
However, working with more creators does not necessarily mean spreading activity more widely but rather more careful planning. Many companies still collaborate with a limited number of creators each year, prioritising the quality of those relationships over quantity.
The mindset is shifting: growth, but in a structured way, with clear objectives and a more rigorous approach to creator selection.
From Reach to Genuine Connection
The report also highlights a shift in the way success is measured. Influencer marketing is moving towards more qualitative metrics, with engagement, conversation and audience affinity gaining ground over reach alone.
This shift responds to a clear need: iin an environment of endless content, capturing attention is no longer enough. Brands are looking for real impact: the ability to generate interaction, recall and genuine connection with their audiences.
Investment, Formats, and New Priorities
The report also sheds light on where investments are headed. Brands are increasingly backing formats that create long-term value, including ongoing creator partnerships, paid amplification and user-generated content (UGC).
At the same time, co-creation is establishing itself as one of the most effective approaches, reinforcing the idea that creators are no longer just mouthpieces, but strategic partners in brand building.
An increasingly professional and strategic sector
The sector’s maturity is also raising expectations around ethics and transparency. According to the report, 69% of brands prioritise regulatory compliance and transparency in their collaborations, showing just how central trust has become.
This approach is directly linked to the professionalization of the ecosystem. Brands are increasingly selecting creators according to their alignment with brand values, their credibility and their ability to generate sustained impact.
In conclusion, Spain’s more than 150,000 creators are more than an impressive number. They reflect a sector entering a new phase, where continued growth comes with higher expectations for both brands and creators.
Spain’s more than 150,000 creators are therefore more than an impressive number. They reflect a sector entering a new phase, where continued growth comes with higher expectations for both brands and creators.
The data is clear: more brands are working with creators, smaller profiles are playing a bigger role and long-term relationships are becoming more important. In this new landscape, the goal is not to run more campaigns, but to run better ones, built around a defined strategy, the right creator selection and a focus on genuine connection.
