The impact of influencers in today’s digital age cannot be underestimated, with many of them responsible for elevating the presence and reach of many brands internationally. Now that social media has been recalibrated towards a new scope, brands have changed their objectives to seek out influencers that represent the quality they desire, as well as resonate with targeted audiences to broadcast a message that connects with their followers. How did the influencers come about, how have they impacted social media marketing, and who are the most important influencers in Spain?
The Origins of the Influencers
Just as the name suggests, an influencer is a media personality that possesses substantial influence in their field(s). By utilizing the popularity and fanbase of influencers, brands are able to market their products or services to potential new consumers that have already gained their trust and admiration.
The Power an Influencer Wields
The power of a great influencer can be substantial, as they can affect the purchasing decisions of their vast audiences and determine the niche markets they are inclined to show interest in. The ability to connect brands and consumers is an asset that competitive companies are constantly in search of in today’s digital landscape. Additionally, social media influencers have gone one step further by aligning themselves with organizations and businesses that donate money and services to international causes that affect people around the world.
The Current Leading Influencers in Spain
The cream of the crop of influencers leading the field in Spain encompasses all aspects of society from fashion and politicians, to sportsmen and actors. Through their collective efforts, they have not only put Spain on the map internationally but have also used their considerable power to impact the planet through charitable causes that resonate throughout global communities.
Antonio Banderas (actor)
https://www.instagram.com/antoniobanderasoficial/
Born and raised in Málaga, Antonio Banderas is a noted actor, producer, and director that has become an internationally famous movie star over the course of over thirty years, receiving numerous accolades, including nominations for a Tony Award, Academy Award, two Emmys, and five Golden Globe Awards. After appearing in auteur Almodóvar’s films Women on the Verge of a Nervous Breakdown and Tie Me Up! Tie Me Down!, Banderas made a huge splash in Hollywood, where he racked up several memorable roles, including leading ones in Evita, Philadelphia, Interview with a Vampire, and the Shrek animated films. As a spokesperson for perfume giant Puig for years, Banderas has used his considerable influence as a cultural ambassador for several important causes, including preserving the childhood home of painter Pablo Picasso and participating with the United Nations for their ‘The World Is In Our Hands’ campaign to bring attention to climate change. With an Instagram account of over 2.4 million followers, Banderas has demonstrated how celebrity and charity effectively work in tandem to promote positive change globally.
Enrique Iglesias (music)
https://www.instagram.com/enriqueiglesias/?hl=en
Known worldwide as the King of Latin Pop, Enrique Iglesias may come from pop music royalty, but he has carved out a niche in his own right as a singer-songwriter, producer, and actor. Hailing from Madrid, Iglesias is now an internationally acclaimed performer with more than 150 million in record sales under his belt. As a global ambassador with deals with Azzaro, Doritos, and Tommy Hilfiger to name just a few, Iglesias has used his considerable international appeal to assist in fundraising efforts for several notable charities, including Music for Relief for victims in Haiti, the Special Olympics, The Salvation Army, and Habitat for Humanity, to name a few. With over 14 million followers on Instagram, Iglesias has successfully balanced his artistic and charitable efforts for global organizations.
Queen Letizia
https://www.instagram.com/queenletizia/
A combination of looks and intelligence, Queen Letizia of Spain is the first commoner to hold the title – the former journalist and news anchor has used her platform to strengthen Spain’s status worldwide, while simultaneously supporting national brands and artists as a global ambassador. As a fashion icon, The Queen has quickly become a style icon, frequently photographed in the fashions of couturiers like Felipe Varela and Lorenzo Caprile, to mainstream affordable fashion chains like Zara and Mango. Her penchant for mixing affordable fashion with high-end pieces has endeared her to Spanish citizens, and her influence has grown exponentially since marrying King Felipe VI.
Queen Letizia is more than a fashion maven, however, with charitable work that includes FEDER, the Spanish Federation for Rare Diseases, as Special Ambassador for Nutrition for the United Nations, the Red Cross, and many more. Through her charitable causes and devotion to children’s issues, Queen Letizia has elevated the culture and causes of Spanish citizens throughout the country.
Aida Domenech (lifestyle influencer)
https://www.instagram.com/dulceida/
The force behind the Dulceida brand, Aida Domenech is a Barcelona native that has cashed in on her extrovert nature and penchant for fashion-forward apparel to build a mini-media empire that exudes girl power, bold looks, and a laissez-faire attitude that resonates with today’s youth. Her story began in 2009 with her work as a fashion blogger, which quickly expanded into styling and makeup tutorials that have garnered her millions of followers across her various social media networks. Her diligence and energy have attracted big-time brands, including commercials with Rimmel, Swarovski, and recognition during Berlin Fashion Week for running the
‘Best Style Fashion Blog’.
Her success has been widely chronicled, featuring her social media status as a lifestyle influencer, her first book ‘Dulceida, Style Guide, and her television show Quiero Ser. Combining looks, character, and girl power that oozes authenticity, Domenech and her millions of followers refuse to see a glass ceiling because they’ve already shattered it.
Rafael Nadal (Tennis player)
https://www.instagram.com/rafaelnadal/
Ranked as the #1 tennis player in the world and winner of 19 Grand Slam titles – and counting – Rafael Nadal is one of the biggest sports stars in the world, representing a slew of international brands as a global ambassador whose reach spans the four corner of the earth. Some of these brands include Telefónica, Nike, Kia Motors, Richard Mille, and Banco Santander, to name a few. Through his own charitable foundation, and associated brands, Nadal has donated time and money to the Small Steps Project, Elton John AIDS Foundation, and City Harvest to combat at-risk youth, world hunger, poverty and other issues close to his heart. Nadal’s power to rally his millions of social media followers to charitable action has made him a force to be reckoned with as an effective influencer.
Laura Escanes (model, beauty influencer)
https://www.instagram.com/lauraescanes/
In only a few short years, model and beauty influencer Laura Escanes has rapidly staked a claim in Spain as a major media magnate, first instituting an Instagram account in 20112 that focused on her travel destinations around the world. Since then, Escanes has expanded her social network to well over one million followers, attracting the attention of major brands like Majorca, which featured her in their ‘Why Not’ jewelry campaign in 2015. The following year, she walked the runway for Custo Barcelona for Barcelona Fashion Week as well as her debut at New York Fashion Week, solidifying her status as a model on the rise. Not resting on her laurels, she has used her influence and stature to raise awareness for HIV/AIDS with her appearance at the People in Red Gala for the Fight Against AIDS Foundation. Still young in her career, there are more accomplishments in store for Escanes, and she is just getting started.
Maximo Huertas (writer-journalist)
https://www.instagram.com/maximhuerta
Born and raised in Utiel, Màxim Huerta has built a formidable career in Spain as a radio and television star, coming into prominence through his work as a journalist and writer. As the author of seven novels – including Una Tienda en París (A Store in Paris), La Noche Soñada (The Night Sounded), and No Me Dejes (Don’t Leave Me), Huerta was awarded the Premio Primavera Award in 2014 for his works. Appointed Minister of Culture and Sport by the Sánchez government in 2018, he may have resigned amid controversy, but his influence cannot be denied across generations and continues to grow.
Alexandra Pereira (fashion influencer)
https://www.instagram.com/alexandrapereira/
Without question Spain’s most well-known and successful fashion blogger, Alexandra Pereira has millions of followers across her social media networks that follow her every digital move she makes. Since starting her blog Lovely Pepa, Pereira’s singular perspective on fashion, travel, and photography helped to garner her followers throughout Spain and worldwide, with the end result being the launch of her own fashion line, Lovely Pepa. Based in Los Angeles, Alexandra’s collections celebrate womanhood in a beautiful, frilly, and inspiring way that captures the essence of her life and love for fashion.
Sergio Ramos (football player)
https://www.instagram.com/sergioramos/
Born in Cama, Seville, in the Andalusian region of Spain, Sergio Ramos is one of the most prolific footballers playing, currently the captain of both the Spanish national team and Real Madrid as their star center back. Over the course of his illustrious career, Ramos has won 21 major titles, including 4 La Liga titles and 4 UEFA Championships Leagues titles, becoming one of the top scorers in the process. Just as active off the field as on, Ramos has used his massive appeal and star power for charitable organizations, named Goodwill Ambassador for Unicef in 2014, and notably raising over $1.5 million for the organization in a single day.
Paula Echevarría ( actress)
https://www.instagram.com/pau_eche/
The Asturian actress is well-known young Spaniards for her work on variety shows like Al Salir de Clase, Compañeros, 7 Vidas and El Comisari. Another way that Echevarría has connected with her fans is through her blog in Elle magazine, which follows the television star around on her travels and hectic schedule. With millions of fans across her social media networks, major brands have connected with her effervescence and glowing personality – Hawkers and Samsung are examples of two brands she has helped the brands reach an entirely new audience. Her charitable work includes collaborating with singer José Carreras to raise awareness of the Foundation to battle leukemia.
These influencers may come from different fields, but what traits they all have in common are high likability, a passion for what they do and support, and the ability to engage their audiences to action. When these characteristics are coupled with authenticity and high visibility, they make for a formidable fit for brands searching for the right way to connect with their audience.
