In day-to-day life, it’s easy to get swept up in the tide of digital trends or the pressure to ‘be everywhere’. However, the latest IAB Spain Social Media Study helps bring us back down to earth: the digital ecosystem in Spain has reached structural maturity. Users have become extremely selective, their expectations are higher than ever, and they no longer give their attention away to just any brand.

The keys to how to lead the conversation in this space such a fast-changing environment according to the study can be summarised as;

The user is digitally literate, but their attention span is limited

Although most of us are familiar with around nine different social media platforms, the reality is that in our day-to-day lives we only actively log in to and use about five of them each month. There is a growing gap between the public recognising an app and deciding to integrate it into their daily routine. Therefore, forcing a presence on every emerging channel for fear of being left out is a misjudgement; the key today is not inertial reach, but achieving relevance within the select group of platforms that truly capture the audience’s daily attention.

The shift away from more traditional networks

The percentage of users who say they have completely stopped using a social media platform has risen sharply in just one year, from 33% to 42%. The platforms leading this exodus are X, with 11%, and Facebook with 10%, as 40% cite lack of use, 23% a loss of interest, and 21% openly admit to being fed up with the saturation of political debates. Certain long-standing platforms are losing the ability to sustain constructive conversations. Facebook, for example, suffers from a huge disconnect: whilst maintaining a high frequency of visits, it lags behind in time spent on the platform (47 minutes a day), making it effective for quick, wide-reaching impact but not for retaining users’ attention.

The cornerstone of corporate positioning

In contrast to the volatility of entertainment channels, the professional sphere has established itself as an extremely robust platform. When analysing exclusively the corporate strategy and commercial use by organisations and businesses (an approach very different from that of the average user), LinkedIn stands firmly as the number one professional network and the top priority for the business community. With 44% usage, it ranks as the second most widely used platform globally by organisations, behind Instagram, which tops the business rankings. This corporate focus far exceeds the presence of brands in mass-market environments such as YouTube (27%) or TikTok (19%). With a clear positioning based exclusively on employment and work, this channel is the ideal platform for projecting an organisation’s identity, allowing the company’s thought leaders and the teams themselves to act as spokespersons to build credibility in the market and decision-making circles.

Less corporate monologue and more interactive activities

There is a very common internal contradiction in content planning, as 59% of the content published by organisations focuses on conveying the brand’s values and positioning. However, it is participatory campaigns, accounting for 41% of output, that truly engage the audience by generating twice as many interactions (26%) and web traffic (26%) compared to flat institutional content, which barely achieves 12% interaction and 15% traffic. The public rejects one-way communication. If the real objective is to build engagement and drive users to the organisation’s own web assets, content strategies must shift from merely disseminating messages to designing experiences where the community is part of the narrative.

The prescriber’s paradox: credibility under scrutiny

Almost half of internet users (46%) actively follow influencers, a practice that is overwhelmingly concentrated among women and young people. The problem is that the trust they generate hangs by a very fine thread, as despite this, 38% consider these creators to be credible, compared to 40% who perceive their comments as being purely promotional. The use of third parties to endorse a brand no longer operates under rigid or purely commercial frameworks; if advertising persuasion stifles authenticity, the user disengages, so collaborations must be based on a genuine alignment of values and creative freedom to safeguard trust.

The ethical imperative of AI: transparency or punishment

Advances in artificial intelligence in content creation pose a significant challenge in terms of perception, as most users admit that they find it difficult to distinguish between real and synthetic content, particularly older users. This is fuelling a climate of widespread mistrust that is intensifying severely in highly sensitive corporate or news-related areas such as current affairs, politics or health. In light of this, there is a unanimous and cross-cutting demand for the explicit labelling of all AI-generated content. Processing tools such as ChatGPT or Gemini are fantastic allies for optimising internal workflows, structuring ideas or analysing performance data, but when it comes to the public, honesty is non-negotiable, and attempting to release automated creative content or final messages without warning exposes organisations to an unnecessary erosion of their credibility and strains trust with their audience.

The real priority of the ecosystem

When professionals who manage the digital landscape are asked about their organisations’ priorities, the consensus is clear: the top objectives are improving search rankings (72%) and increasing brand awareness (65%), clearly outstripping immediate conversion goals such as direct sales, which stand at just 38%. Social media functions, above all, as a platform for reputation, trust and public perception. In a mature market, the success of a strategy does not lie in making more noise or dominating more screens, but in understanding the codes of each channel, respecting users’ demand for transparency, and accepting that the value of intelligent entertainment is the only real price the public is willing to pay to pay attention to us.

La entrada How to lead the conversation in a constantly changing ecosystem se publicó primero en Agencia comma.

Not so long ago, many thought that LinkedIn was doomed to be a corporate corner, a showcase for resumes and congratulations on work anniversaries. But the platform has shown that it knows how to reinvent itself: today it is one of the most vibrant scenarios of digital communication, driving trends such as the rise of professional videos, the boom of interactive carousels or the surprising success of surveys to generate conversation and reach.

These insights are from Metricool’s LinkedIn 2025 Study, with data from 577,180 posts from 47,735 LinkedIn pages.

Moreover, everything points to the fact that LinkedIn in 2025 will not only consolidate this growth, but will continue to evolve to become an essential ally for those who understand that communicating well is more important than ever.

LinkedIn in 2025 gets stronger

Far from being relegated to more visual or fast consumption platforms, LinkedIn maintains its relevance and, in fact, consolidates itself as a strategic space for digital communication.

Its commitment to formats that encourage interaction and niche analysis, together with an increasingly active and specialized ecosystem, has reinforced its role as an indispensable network for brands and professionals. The possibility of generating valuable conversations and connecting directly with segmented audiences is today one of its main strengths.

The network has experienced a generalized growth in interactions (+206%), in clicks (+28%) and, especially, in video consumption (+53%). However, it is not all good news: the “shares” of small and medium-sized pages fell significantly (-13.63% and -13.85%).

LinkedIn not only remains relevant, but has transformed into an environment conducive to active professional conversation and consumption of specialized content.

LinkedIn is a golden opportunity for the financial sector

In finance, LinkedIn remains an indispensable platform. Financial services are among the sectors that generate the most clicks per post. This indicates that technical content, analysis reports and niche publications work particularly well. Audiences are looking for relevant and specialized information, shying away from generic messages and preferring proposals that provide real value.

This behavior consolidates LinkedIn as a natural space for brands that want to position themselves as knowledge leaders, a trend that is especially reflected in the growing consumption of reports, sector studies and market analysis within the platform.

Successful content

Video is the main protagonist. Publications in video format not only increase in quantity, but also in engagement and impressions (+73.39% increase in impressions).

Carousels (documents in “page turn” format) also stand out as the type of content with the highest engagement (45.85%) and capacity to generate interactions. As opposed to static content or pure text, formats that favor interactivity and dynamic consumption are capturing the attention of professional audiences.

Until recently, LinkedIn was dominated by long text posts and traditional corporate updates. Today, however, the content that works best relies on visual dynamics, interactivity and rapid consumption, adapting to an audience that demands more immediacy and authenticity in every interaction.

New best practices. Innovate without fear

Contrary to popular belief, LinkedIn is no longer dominated by text-only posts or simple images. While traditionally those formats were the most prevalent, today the landscape has changed dramatically. Here are some of the best practices that are making a difference in 2025:

• Carousels. This format, common on Instagram, has found its place on LinkedIn. It favors visual storytelling and encourages user interaction by encouraging “slideshows,” which increases viewing time and improves reach.
• Video. Video posts generate higher engagement and benefit from a boost in the platform’s algorithm. Telling stories in motion and in an authentic way is key to capturing the attention of increasingly visual audiences.
• Surveys. Although they represent a very small part of the publications, polls achieve an exceptional reach (+206.33%). They invite direct audience participation and are an excellent resource for energizing the conversation and increasing visibility.

These trends demonstrate that LinkedIn rewards content that encourages real interaction, active participation and dynamic consumption, increasingly moving away from the traditional static model.

Is it easy to grow on LinkedIn?

The answer is clear: no. LinkedIn continues to be the platform where it is most difficult to grow in terms of number of followers. Only 17.68% of accounts managed to climb the ranks (e.g., from less than 1,000 to more than 1,000 followers) in the last year. However, this slower growth also implies a more engaged and active community, where each new follower tends to have a much higher value than on other platforms.

Outlook for 2025 (and beyond)

Digital communication on LinkedIn is moving towards a greater sophistication of formats and a clear commitment to valuable content. Videos, carousels and polls will be essential to stand out. Likewise, the segmentation of content according to audiences and the capacity for personalization will be decisive for success. LinkedIn is emerging as a space where quality takes precedence over quantity, and where the ability to generate meaningful conversations will be the key to winning over an increasingly demanding audience.

La entrada LinkedIn in 2025: what the data tells us se publicó primero en Agencia comma.

Gone are the days when the industry limited itself, at Mobile, to discussing infrastructure and telephone networks -although 5G and 6G continue to hover over the stands of the major telecoms-. And that accompanied this conversation with the presentation of smartphones and other devices whose improvements justified, edition after edition, the replacement of previous models with a new version -at a much higher price-.

MWC 2025 has made it more than clear that the bet goes far beyond devices, because AI has redefined the frontiers of knowledge and innovation. AI has redefined the frontiers of knowledge and innovation.. From language models optimized for education, discussions on quantum computing applied to banking, to autonomous assistants that operate without connection to the cloud, the message is clear: artificial intelligence models are no longer an add-on, but the infrastructure on which the digital future will be built.

The era of technological content creators

The other trend that has been consolidated in the MWC edition, held from March 3 to 6 in Barcelona, has undoubtedly been the massive proliferation of content creators. massive proliferation of content creatorswho have displaced the traditional media as the main storytellers of the event. Throughout the pavilions, youtubers, tiktokers and streamers competed for the best frame, broadcasting live every technological novelty and generating instant analysis on their social networks.

According to José Manuel Resuaa consultant specializing in digital communication at comma, this phenomenon responds to a change in information consumption habits: “The audience no longer wants to just read about innovations, but to see how they are used in real time. They want to observe firsthand how a creator experiments with artificial intelligence, tests a device or interacts with technology.” Meanwhile, traditional journalists are relegated to the background, surpassed in immediacy and connection with the audience.

The data accompanies the heyday of this new era of the influencer as informant. In 2024, the streaming world underwent an unprecedented transformation, driven by the entrenchment of YouTube, Twitch and Kick, and by an audience increasingly interested in the practical use of artificial intelligence (AI). With 2.9 billion active users, YouTube maintained its dominance of the digital ecosystem, where more than 500 hours of content are uploaded every minute, reflecting the rise of creators. Twitch, with 105 million monthly views, leads in live streaming, although Kick has emerged strongly, registering 142% year-on-year growth and reaching 258,000 concurrent viewers.

From the specialized journalist to the influencer: the responsibility of brands

Technology has ceased to be the exclusive domain of specialized journalists and has passed into the hands of influencers. The hyper-specialization of the latter has strengthened their authority in very specific niches. Users trust a creator who dominates a specific sector – be it AI, mobile devices or wearables –more than generalist coverage. With this transformation, MWC 2025 has become a live digital show, where the conversation is dominated by the creators themselves.

All of the above shows that the innovation narrative is no longer built on traditional media, but on content designed to go viral, a phenomenon to which brands have contributed with million-dollar investments in influencer marketing. The global market for influencer marketing influencer marketing will be worth approximately $24 billion by 2024, representing an increase of 13%.which represents an increase of 13.7% over the previous year.

Brands also contribute to the saturation of social media with their own content, debates, products and programs, which forces them to develop content strategies in their own channels that must be highly segmented, dynamic and aligned with current trends.

The key voices of MWC 2025

Another of the event’s sources of content is the number of international figures from leading companies in the innovation and technology sectors who attend the MWC. This edition has brought together, both in its official program and at the stands of the major brands, some of the most influential minds in the technological and economic sphere, whose interventions have outlined the horizon of advanced AI.

To name just a few:

Steve Wozniakco-founder of Apple, opened the debate on the convergence between quantum computing and artificial intelligence, exploring its revolutionary potential in data processing, with applications in cryptography and complex simulations.

Arthur MenschCEO of Mistral AI, focused his speech on education, highlighting how language models allow unprecedented personalization in learning, adapting content to the pace and needs of each student.

Peggy JohnsonCEO of Agility Robotics, a pioneer in the development of bipedal robots designed to work in human environments.

Leah SeligmannCEO of The B Team, an organization that promotes responsible and sustainable business practices.

Jessica Sibley, CEO of Timemagazine, shared her vision on the evolution of media in the digital era.

Talent Arena: the future of the new technology professions

Another major highlight of MWC25 was the debut of the Talent Arena, a space designed to connect new generations with the professions of the future. In a world where artificial intelligence redefines the skills needed in the labor market, it has become clear that it is no longer enough to know how to program or analyze data.

The rise of AI ethics, language model interaction design and applied neurotechnology has opened up new specializations that we are just beginning to explore. The message is clear: automation will not eliminate human talent, but will reshape it, giving rise to new disciplines and opportunities.

MWC25 reflects a world in transformation

MWC25 has not only consolidated its evolution beyond telephony, but has also made clear a paradigm shift in technological communication. Innovation is no longer told in long reports or analyzed exclusively in specialized media; now it is debated, recorded and broadcast in real time, with thousands of spectators interacting instantly.

Artificial intelligence is no longer an abstract promise, but a tangible force that is redesigning education, the economy and our relationship with information. And the most fascinating thing is that its future is no longer defined only in laboratories or in the offices of large corporations, but in every live broadcast, in every content creator who explains innovation in his or her own language.

The future is not only designed: it is shared, commented and viralized.

La entrada Content creators take control of the most futuristic MWC25, with AI pervasive se publicó primero en Agencia comma.

We have become accustomed to consuming information at full speed, but do we really retain anything? We move from one post to another, from one video to another, without really processing what we are seeing.

This is a big challenge for communication and marketing. Because if you don’t capture attention in the first 3 seconds, you lose it. And if you only focus on the immediate, your message will dissolve in the maelstrom of content.

Attention span is at a minimum

It’s not just a perception. Our attention span has decreased in recent years. A University of California study revealed that in 2014, the average attention span on a screen was 2.5 minutes, while in 2023 it had dropped to just 47 seconds.

What has changed?

1. Saturation of stimuli: we have access to too much information at all times. Social networks, notifications, emails, streaming platforms? Everything competes for a few seconds of our attention.

2º Digital multitasking: we jump between tabs, we answer messages while watching a video, we read headlines without finishing articles. We do not delve into anything.

3º The reward of the immediate: our brain has learned that fast and easy is ‘better’. If a video takes a long time to engage, we move on to the next one. If a text is not attractive at first glance, we ignore it.

But this not only affects content consumption. It also impacts productivity, creativity and the ability to reflect. We find it hard to concentrate on a single task without distractions, and this has consequences on a personal and professional level.

How brands can capture (and keep) attention in this environment

In this context, communication and marketing strategies face the challenge of capturing and maintaining the attention of an audience with a diminishing capacity for concentration.

In addition, immediacy has become a standard expectation. Consumers demand quick responses and content that fits their fast-paced lives. This has led brands to tailor their messages to be concise, direct and highly engaging from the first second.

Brands must adapt to this new scenario of constant distraction. But the key is not only to capture attention, but to make the message stick.

1. Brief, but with value

It’s not just about cutting information, but making it more effective. A clear and direct message has more impact than a long and confusing one.

In 2022, Duolingo launched a campaign on TikTok with videos of less than 10 seconds where its iconic mascot made jokes and viral challenges. The result was more than 5 million interactions in a few weeks, with short content, but with real engagement .

2. Structured and visual

Well-organized text facilitates reading and retention. Using subheadings, lists and short paragraphs helps the message to be understood at a glance.

Netflix doesn’t just promote its series with trailers. It uses impactful images, one-line summaries and clear calls to action.

3. Authentic storytelling

Stories connect more than cold data. A message that excites is much harder to ignore.

Nike doesn’t sell shoes, it sells self-improvement. Its campaigns tell the stories of real athletes, rather than just focusing on the product.

4. Content customization

We don’t all consume information in the same way. What works on TikTok may not work on LinkedIn. The key is to know your audience and adapt your message according to the context.

Each year, Spotify Wrapped turns cold data into personalized experiences. Users receive a unique summary of their year in music, generating massive engagement .

5. Encourage interaction

Passive content is quickly forgotten. If the user participates, he gets involved and remembers the message better.

Instagram polls, TikTok challenges or open-ended questions on LinkedIn make users stop, think and engage. And that increases message retention.

Make content that matters

The solution is not simply to make content shorter, but rather to make content that matters.

The challenge of marketing and communication is not only to attract attention, but to make the message stick. And for that, it is not enough to make shorter or flashy content, you have to set goals to achieve results:

Less noise = more impact.
Less speed = more value.
Less distraction = more connection.

The urgent need to recover our attention span

But the problem of inattention does not only affect digital communication. It also affects us on a personal and professional level. We find it hard to concentrate on long tasks, read books without interruptions or simply be really present in the moment we are living.

And, then, what can we do to regain some control?

Try to achieve moments of digital disconnection and avoid constantly consuming fragmented content.

Reading without distractions can help you train your concentration. Doing tasks one at a time while avoiding multitasking makes it easier for you to practice mindfulness.

Choose consciously what you want to see and read, instead of being driven by the algorithm. It is a way to consume content with purpose.

In short, pay attention to what you do, how you do it and what you do it for.

*Article written by Marta Rodríguez, marketing and communication consultant.

La entrada Have we lost patience? The challenge of capturing (and maintaining) attention in the digital age. se publicó primero en Agencia comma.

From the absolute dominance of the reel on Instagram, we are moving, once again, to the adoption of the traditional post (if we want to have a good reach). From a LinkedIn focused on professional achievements, we are moving to a social media, almost of a new nature, in which content and stories take precedence. There are also drastic changes in other platforms such as Twitch, the favorite (or not so much anymore) of streamers, or X, the renowned “new cradle of misinformation”.

Before analyzing these changes in depth, let’s take a look at the trends we will see reigning this 2025 in the complex and diverse social media ecosystem.

Key social media trends for 2025

Beyond the possible evolutions that each platform will undergo individually, this year we will see general changes that are shaping a new way of communicating on social media.

AI takes control of content

Artificial intelligence is revolutionizing the world of content, from better recommendation algorithms (“it looks like Instagram is spying on me!”) to automatically generated content. The future of this trend is so strong that the social media X, owned by tycoon Elon Musk, incorporates Grok as standard, its AI capable of generating content that is triumphing among the platform’s users.

Micro-influencers will have (even) more prominence

Microinfluencers and hypersegmentation go practically hand in hand: one is a consequence of the other, and vice versa. Is there a better way to approach specific and segmented communities than through opinion leaders or influencers admired by those communities? The answer is obvious: no. Brands prefer collaborations with smaller, but highly engaged communities.

The rise of user generated content (UGC)

Users and employees have become the best brand ambassadors, and brands find themselves with an almost priceless opportunity (but also with an unimaginable risk). Unboxings, hauls, tutorials… Users and content creators are incredibly imaginative when it comes to inventing new formats never seen before and with great appeal for their communities.

Audio formats resurge (amidst so much video)

Although their boom seemed to be a thing of the past, voice-over content is finding its place on platforms such as YouTube and LinkedIn. These formats are perfect to enhance personal branding, but also to reach specific audiences with storytelling and key messages.

Analysis and what to expect from social media in 2025

In view of these trends, the conclusions reached by Metricool in its Social Media Study 2025 will become clearer. This report, already considered a reference for those of us dedicated to digital communication, is a detailed x-ray of an ecosystem in constant transformation.

TikTok and YouTube: the dynamic duo of outreach

It is no coincidence that TikTok and YouTube continue to dominate the scene. TikTok, with 71% more viewing time, and YouTube, with 2.7 billion monthly active users, are the platforms where brands can achieve greater visibility without relying exclusively on paid advertising.

comma recommendation: take advantage of the short video format. TikTok and YouTube Shorts are still booming and offer a perfect space to connect with your audience in seconds.

Instagram: when posts shine again

Instagram has rewritten its own history. While the almighty reels have lost 20% of reach, the previously useless posts have grown by 21%. Carousels of up to 20 images have become the star tool for generating interaction and retention.

comma’s recommendation: don’t focus all your efforts on creating reels. Well-designed carousels can become an engagement engine, helping to keep the attention of your community.

LinkedIn: the new engagement giant

It used to be the social media for finding jobs and CVs. Today, LinkedIn is a space for valuable content. In 2024, its interactions increased by 99%, making it a fertile ground for personal and professional branding.

comma’s recommendation: bet on valuable content. Storytelling, sector-specific insights and formats such as newsletters are the most popular on the social media.

Facebook: still the king of web traffic

Despite a 41% drop in reach, Facebook remains the best platform for generating traffic. With 413 clicks per post on average, it remains key for brands with conversion-based strategies.

comma recommendation: if your goal is to drive traffic to your website, Facebook remains a key player. Combine posts with links and take advantage of the synergy with Instagram.

X (Twitter) and Twitch: uncertain times

X has had a turbulent year (and will likely continue to have a turbulent year). Despite a 50% increase in impressions, its engagement is down 30%. Meanwhile, Twitch is facing a deep crisis, with an 88% drop in subscriptions and its content creators migrating to other platforms.

comma recommendation: if your audience is on X or Twitch, diversify. Don’t put all your eggs in one basket and explore alternatives such as Threads, YouTube or TikTok.

The ideal funnel for social media

Metricool’s study suggests a strategic approach based on data, very useful to take into account in content planning and strategy creation.

• Top of the Funnel (increase visibility): TikTok and YouTube are ideal for reaching new audiences.
• Middle of the Funnel (getting interaction): LinkedIn and YouTube generate higher engagement.
• Bottom of the Funnel (getting to conversion): Facebook and LinkedIn stand out in traffic and lead generation.

Recap

2025 presents us with an ever-changing social media landscape, where AI, micro-influencers and user-generated content will take center stage. While TikTok and YouTube dominate reach, Instagram posts are regaining their value, LinkedIn is consolidating its position as engagement leader and Facebook remains key for web traffic. X and Twitch, meanwhile, are in the doldrums, making it necessary to diversify strategies.

To succeed in this new digital ecosystem, it is crucial to adapt strategies to each platform, leveraging the power of each social media: TikTok and YouTube for visibility, LinkedIn and YouTube for interaction, and Facebook and LinkedIn for conversion. The key will be flexibility, innovation and the ability to connect with the audience through valuable content.

La entrada Social media in 2025: a digital ecosystem with new rules se publicó primero en Agencia comma.

I’m sure this fictional movie-like approach crossed someone’s mind the first time they heard the term ‘artificial intelligence’. But perhaps this approach will seem a bit dramatic to the more than 300 million weekly active users of GPT Chat, who send more than 1 billion messages a day.

2024 has been the year of artificial intelligence in every sense, and even more so in the world of digital communication, but we are also witnessing the (almost undisputed) prominence of the video format, especially the short one, promoted by platforms such as TikTok or Instagram. These are trends that, far from disappearing, will be transformed to adapt to constantly evolving audiences. So what can we expect in 2025?

Digital communication trends for 2025

Leaving science fiction aside and focusing on the day-to-day life of communication professionals, these are some of the clear digital trends that will mark this 2025.

More and better AI

Having understood the incredible benefits of tools such as Chat GPT, Dall-E, Grammarly or Fireflies, (good and responsible) communicators have been trained to acquire a deeper understanding of them and be able to apply them more successfully in content creation, especially digital. This 2025, we will see more AI: advanced automation for publications, real-time trend analysis, and content generation tailored to the tone and style of specific audiences.

While on a theoretical level it all sounds particularly good, on a practical level we will see (even more) ethical debates about the limits of AI use and we will have to face the challenges of maintaining authenticity in communication.

Extension and creativity

On the one hand, the trend will be towards more extensive content that really reaches our audiences, moving from short and ephemeral video, to other with more duration and weight, allowing the user to connect with the message. On the other hand, creativity in communications, whether text, image or video, that manages to stand out against the infoxication of the digital world. We will have to be able to strike the right balance between length and originality, between content that is quickly assimilated and content that is interesting enough to hold attention in such a complex environment as the digital one.

Digital audiences do not want commercial information or promotional banners. If we want to reach our audience, we must provide them with content that they can connect with, that is long enough to tell a story and that has that bit of creativity and surprise that makes the communication remain in their memory. This is where storytelling, as the ability to tell stories and convey messages effectively, so that what we want to tell resonates with the receiver.

Post-truth, deep fakes and fake news

Communication professionals will have to navigate in digital environments plagued by arguments that seek to distort realities (post-truth), sharpen our judgment to discard deep fakes, and fight against more fake news than ever (where a good crisis communication and reputation management plan will become very important).

Very recently, on Musk’s social network, hundreds of images generated with his own AI with natural language technology, Grok, went viral. These images, highly realistic, let the user see grotesque and apparently realistic situations, which could easily confuse the user. Musk himself describes it as an “uncensored” AI.

Audience hyper-segmentation and message hyper-personalization

Two trends that inevitably go hand in hand. Segmentation, understood as the division of users or audiences into subgroups, taking into account specific characteristics, tastes and behaviors, will go hand in hand with a deep personalization of information for these subgroups. The adoption and application of AI, as mentioned above, will facilitate all these processes.

Transmedia and multi-device communication (big time)

We must tell stories that are extensible to multiple platforms and media, capable of involving our audience in an almost immersive experience. In other words, we will have to apply transmedia storytelling.

In 2025 we will communicate for virtual reality, for the incipient metaverses; for those who use tablets, smartphones and consoles; for those who only watch videos on platforms such as YouTube, or only listen to radio through podcasts on Spotify; for those who stream their games on Twitch, and for those who shop on TikTok Live Shopping.

User generated content (UGC) and employee generated content (EGC)

Brands already know the power of digital environments and the endless possibilities they offer (and will offer) to connect with their audiences and potential consumers. As a result, their messages in digital environments, which are becoming more and more numerous, are already going unnoticed.

In this context, user-generated content will be key in 2025: the experience they have with the product or service, their satisfaction, their opinion about the ESG criteria of the brand they consume… The one-sidedness of digital communication, to which brands adhered for a long time, ceased to exist. Communication professionals will have to face a balance in which, of course, UGC will have more weight.

The corporate evolution of UGC is happening and is called Employee Generated Content (EGC), and it will be another strategic pillar to take into account in 2025. The voice of employees, more credible, visible and closer brand ambassadors… will gain relevance. Testimonials, behind the scenes, or even practical advice created by employees, will be a great tool to humanize brands.

Global environments

At this point, local communication agencies will be of enormous importance, especially for international companies. It will be essential to work with teams that have first-hand knowledge of the terrain in which they will be working, that understand the cultural, political and social particularities of each market. Personalization of messages in these globalized environments will be another key in 2025 (and in the years to come), especially in a digital environment.

AI: Queen of content for another year

Just a couple of years ago, in 2022, the Internet was full of trend predictions and industry trends that predicted a future marked by that metaverse, that evolution of social networks, digital marketing and social relations that was going to change everything.

As is so often the case, we believe that a technology will change the landscape without taking into account, first and foremost, the potential costs associated with it. Unlike a smartphone, not everyone can afford the equipment needed to navigate the still emerging metaverse, thus limiting the introduction of this technology (for the time being).

But unlike Zuckerberg’s virtual universe, artificial intelligence only requires an electronic device, such as a computer or cell phone. Access to this technology is indeed affordable for a large part of the planet. Therefore, we can expect that AI will not meet the same fate. Therefore, this trend will almost certainly be a must in the trend rankings for next year, the following year and beyond. We will see a lot of regulation around it, especially from 2026, which will be when most of the rules covered by the EU’s Artificial Intelligence Act come into force. And, if there is no other specific regulatory framework for the control of deep fakes, we will be faced with another recurring trend.

Are there any conclusions? Well…

2025 will be a pivotal year in which many of the trends we have begun to explore in recent years will come to fruition. AI will lead this transformation, but it will not be without regulatory challenges and constant ethical review. In addition, communication professionals will have to adapt quickly to a landscape where personalization, creativity, and authenticity will be essential to connect with infosaturated, infobesedient, infointoxicated audiences.

What is clear is that digital communication will continue to evolve and that the communicator will be required to have a combination of technological, creative and human skills that are increasingly specialized.

La entrada Trends in digital communication: what can we expect in 2025? se publicó primero en Agencia comma.

AI is not coming to replace designers, but to empower them.

It is understandable that fears arise in the face of the irruption of AI in the creative field. However, far from being a threat, AI is a powerful ally for designers working in communication agencies. It is not coming to take away our work, but to optimize our workflows and free us from repetitive tasks so that we can focus on what really matters: creativity and strategy.

Superpowers for creativity: AI as an extension of our capabilities

New AI-powered design tools offer a range of possibilities previously unimaginable. From automatically generating images from textual descriptions, to expanding and modifying photographs with astonishing realism, AI allows us to explore new ideas and concepts with astonishing speed. Take, for example, the generation of design variations. Before, creating multiple options for a client required a considerable investment of time and resources. Now, with the help of AI, we can quickly generate a broad spectrum of alternatives, allowing us to explore different styles and approaches in a matter of minutes. Another clear example can be found in the automation of tedious tasks, such as removing backgrounds or selecting complex objects. AI performs these tasks with pinpoint accuracy, freeing us from time-consuming manual work and allowing us to concentrate on the creative direction of the project. Rather than seeing AI as a substitute, we should understand it as an extension of our capabilities. It provides us with tools that enable us to be more efficient, productive and creative. It helps us overcome technical limitations and explore new frontiers in design.

Concrete innovations that transform the workflow

Recent innovations are palpable and transform everyday design practice. A prime example is Adobe’s Project TurnTable. This revolutionary technology allows us to take a flat vector image and, thanks to AI, generate an interactive 3D representation. This means we can rotate the image and view it from any angle, offering a completely new perspective and making it easier to visualize complex products or designs. This capability opens up a world of possibilities for product presentation, interface design and interactive content creation. Another significant enhancement is found in Photoshop’s Generative Fill. This tool, powered by Firefly, has evolved considerably. Now, it not only fills empty areas of an image with coherent content, but also allows you to extend images in a natural way, adding elements that integrate seamlessly with the original scene. In addition, improvements in the accuracy and consistency of the generated content make the results even more realistic and professional. We can remove unwanted objects, extend backgrounds, and even generate variations of the same object with amazing results, all with just a few clicks.

Beyond automation: AI as a catalyst for innovation

AI not only helps us work faster, it also pushes us to think differently. By automating repetitive tasks, it frees up our time to explore new ideas and approaches. It allows us to experiment with styles and techniques that were previously too laborious to implement. In addition, AI provides us with valuable information about design trends and user preferences. By analyzing large amounts of data, it can identify patterns and trends that help us make more informed design decisions and create more effective content.

The future of design: a symbiosis between human creativity and artificial intelligence

In short, AI will not take our jobs. It will give us superpowers. It will allow us to do more work in less time, with greater precision and with even more impactful results. The future of design is not a future without designers, but a future with AI-powered designers, capable of taking creativity to new heights. As a communications agency we celebrate this evolution and prepare to take full advantage of the opportunities that artificial intelligence brings us, integrating these tools into our workflows to offer our clients innovative and cutting-edge solutions. The key is symbiosis: human creativity, intuition and strategic thinking, combined with the power and efficiency of AI.

La entrada Graphic design in 2025: AI redefines creativity se publicó primero en Agencia comma.

How present are brands on our social networks?

While you answer that question, I can tell you that according to IAB Spain’s 2024 Annual Social Media Study, 48% of social media users follow brand profiles.

This percentage is slightly up on last year, when it stood at 43%. But what does following a brand really reflect?

• Following a lot (6%): These users use the networks intensively to follow their favorite brands. They are aware of all the news, promotions and contents published by them.
• Seguir bastante (38%): un grupo considerable que sigue activamente a las marcas, aunque no de manera tan intensa. They interact with content and participate in campaigns.
• Following little (43%): most users are in this group. They follow some brands, but hardly interact at all.
• Almost no following (13%): is barely following brands, but the fact that it has increased by 3% compared to last year is remarkable.

Why do we follow brands on social media?

The reasons that we, as users, have for following different brands on social networks can be very varied, ranging from finding out about those little offers that they put out from time to time (although this can usually occur through influencers rather than on the brand’s own profile) or to the fact that we like and enjoy their content, something that has become much more frequent in recent years, especially with the arrival of TikTok in our lives. Let’s break down these reasons in a little more detail.

Information and promotions

One of the main reasons we follow brands on social media is to stay informed about their products, services and promotions. Who doesn’t want to hear about a good discount or an exclusive offer from a brand they like? In addition, brands often use the networks to launch new products and keep us up to date with what’s new.

Engaging and relevant content

As we said at the beginning, visually appealing, funny or interesting content is another big magnet for followers. For example, brands such as Red Bull or Sephora, known for their particularly elaborate, dynamic and attractive content, have a large number of followers on platforms such as Instagram and TikTok..

Close and personalised relationship

We all like that sense of closeness (often false, by the way) that social networks provide. In the case of brands, they allow us a direct and personalised interaction with them. Especially with smaller brands, with which you can even have a ‘closer’ relationship: you can comment, ask questions and receive answers in real time. This ability to interact in real time makes us feel more connected to and valued by the brand, which obviously improves the brand’s performance. engagement and the final purchase decision.

Examples of success in social media

KFC and its dominance in TikTok

KFC is an incredible example of how a brand can stand out from the rest on social media. With more than 6 million followers across all its platforms, KFC has taken particular advantage of TikTok, where three out of ten interactionsacross all networks belong to this brand. The key? Fun, interactive content tailored to TikTok’s young (though increasingly younger) audience.

Red Bull: energy in every publication

Red Bull is another brand that has managed to ‘steal the show’ on social media. Its strategy focuses on extreme sports and sponsored events, and produces highly visual and exciting content. This strategy has allowed him to maintain a high level of interaction and loyalty among his followers.

Starbucks and the response to criticism

Starbucks has demonstrated how a transparent and rapid response to criticism can transform a potentially negative situation into an opportunity to strengthen customer relationships. When faced with criticism for a variety of reasons, the company has responded with clear communications and concrete actions to address the issues, earning the respect and trust of its consumers.

Lush and its commitment to ethics said goodbye to social networks

Note that we have a great example in this case that is more related to the importance of transparency. Lush, the fresh, handmade cosmetics brand, is known for its transparency in production and its commitment to ethical causes. Its social media campaigns often highlighted its efforts to reduce plastic use, promote fair trade and support animal rights. This honesty and dedication to their values created a very loyal community of followers. But… chao! In 2021 they decided to leave without looking back from all their networks. They even created an Anti-network policy which you can read in full here. Here are some of his points:

• We want to be able to trust that the external platforms we use offer their services in a clear and transparent manner, and that they do not hide their true commercial intentions or revenue streams.
• We would like to use platforms and services that strive to protect the people who use them from any form of harassment, harm or manipulation.
• We do not want to participate in platforms that use the data they collect for hidden purposes.
• We prefer platforms that do not use algorithms that bombard people with negative content, fake news or extreme views to keep them endlessly updating their networks.

The importance of authenticity and transparency

Looking at these last two examples of Lush and Starbucks, I thought it was interesting to dwell on the crucial issue of authenticity in social media. A study by MarketSplash reveals that 88% of consumers value authenticity when deciding which brands to support. This is because consumers are looking for genuine connections and brands that present themselves in an honest and real way. In a world saturated with advertising, often misleading and even more so now with the issue of AI, the fake news, etc., authenticity becomes a key differentiator.

Authentic brands are those that show their true identity, their values and their flaws. It is not only about showing the good, but also about being transparent about challenges and mistakes. When a brand publicly acknowledges a mistake and takes action to correct it, it gains the respect and trust of its followers.

Transparency is vital: in fact, according to the same study cited above, 94% of customers are likely to be loyal to a brand that offers full transparency. This includes being clear about production processes, product provenance and business practices. Today’s consumers are better informed and more demanding; they want to know what is behind the products they consume.

An example of transparency is Patagonia, an already world-renowned clothing brand, which regularly publishes reports on their environmental and social impact. This practice not only reinforces its commitment to sustainability, but also builds a loyal customer base that values honesty and business ethics.

In short, social media has redefined how brands engage with their consumers, offering new opportunities for direct interaction, personalisation and customer loyalty. In an increasingly digital world, brands that leverage these platforms not only increase their reach, but also build deeper and more meaningful relationships with their consumers. But, be careful, there are also brands that are fleeing… We will see what the next few years will bring.

La entrada The relationship between social media and brands se publicó primero en Agencia comma.

When Silvia Albert invited us to write in this blog, we rummaged through our arsenal of tools, those that, over the years, have turned mediocre companies into real success stories almost overnight thanks to branding and communication. Among all of them, thecreative territory shone with its own light.

The essence of creative territory

To begin poetically, we could define the creative territory as a space where imagination and strategy are intertwined.

The concept of creative territory is a technical and strategic gem, an indispensable tool for the construction and effective communication of a brand’s identity, regardless of sector or size. A creative territory is not simply an accumulation of scattered ideas, but a conceptual space where strategies and stories come to life, resonating deeply with the audience we want to look at us.

In technical terms, a creative territory is a theoretical framework that guides the communicative and sometimes visual development of a brand, ensuring that all its efforts align with a coherent and resonant vision. This framework not only facilitates consistency, but also allows the brand to differentiate itself in a saturated market.

In practical terms, brand territory offers economic and reputational benefits that provide considerable competitive advantage to those who understand, exploit and master it. Yes, it can take your business to the next level and make money if used correctly.

Red Bull: beyond energy drinks

To illustrate this concept, let’s start with a classic example: Red Bull. We all know Red Bull. What does Red Bull do? Although it sells energy drinks, it has exploited its brand territory in extreme sports, making this niche much more profitable than its core product. This approach has not only distanced Red Bull from its competition, but has ‘inspired’ others to emulate this strategy (MONST… ahem!).

Personal branding in the digital age

But there is no need to talk about corporate giants; this also applies to personal brands. Streamers, for instance, have discovered that generating content to entertain is not enough; they need to find a brand territory that allows them to distance themselves from their professional colleagues.

Take the example of the digital-media phenomenon Ibai Llanos. The Basque streamer has found a creative territory that has opened up new lines of business for him, generating million-dollar contracts. Its brand is white, familiar, fun and adaptable to any type of public. From presenting a boxing event to accompanying you at the New Year’s grapes, Ibai always maintains an approachable and transparent personality.

With this foundation, his brand needed a line that would make him recognisable, a territory that none of his competitors had explored. Video reactions, live video games and world travel are so saturated that they almost resemble conventional television, from which they want so much to distance themselves.

In this context, Ibai explores and finds a niche that allows him to continue doing his job, but away from the competition: organising events with traditional games; world marble or balloon competitions (whoever drops it first loses). These games that we enjoyed in the school playground or in our room in those moments of creativity without screens are the ones that are creating a sign in Ibai’s communication and future.

This dual strategy rescues the millennial generation, generates unique and different content, and creates a new communicative line that had not been explored in the streaming world. Ibai has managed to capitalise on the nostalgia of classic games by mixing it with the innovation of live events, creating a winning combination that sets it apart from the competition.

The need for a brand territory

In conclusion, the brand territory is not just another tool in the arsenal of the brand. branding, but a cornerstone that can define the long-term success of a brand. Mastering this concept enables brands to act consistently and distinctively in any context, seizing opportunities that others have not explored.

The case of Red Bull and Ibai Llanos demonstrate how brand territory can transform not only the public perception of a brand, but also its profitability and its ability to innovate in a saturated market. In short, knowing and mastering brand territory is essential to any effective branding strategy.

If you are looking to put your company or personal brand on another level, don’t underestimate the power of brand territory. Exploring it, exploring it and making it your own is essential. This is the only way to achieve the competitive advantage that ultimately translates into economic and reputational success.

*Article written by David I. Martín, CEO, and Adrián Martín, partner at Cumbre.

La entrada The art of creative territories se publicó primero en Agencia comma.

This genius or stroke of luck, however we want to see it, is present in the imagination of many Spaniards, especially the younger ones, as a role model. They are convinced that it is only a matter of time before Finman’s story repeats itself – with them, of course – and that only such investments, capable of multiplying a very small investment and obtaining stratospheric returns, are worthwhile.

In fact, most Spanish influencers only analyse equity products, especially those with very high risk, cryptocurrencies or technology stocks. This can be explained, in the first place, by the way they monetise their content. Financial content disseminators often benefit from paid promotions by investment platforms and financial products. Since high-risk products generally offer higher fees, there may be an economic incentive to promote such products. In addition, high-risk products and securities are often surrounded by an exciting and volatile narrative, which can potentially generate more interactions on social media and thus more revenue. Thirdly, the majority of the audience is young, not very knowledgeable, less experienced in investing and more susceptible to being attracted by aggressive strategies that promise quick and juicy returns.

Although this correlation between disclosure and high risk may be true, Celia Rubio, one of the most prominent investment influencers in the industry – he has more than one million followers on Instagram – he does not believe that this is a general behaviour of financial content disseminators and that many talk about other products and “the importance of creating an investment strategy and a diversified portfolio”. Héctor Chamizo, journalist and economic expert streamer, considers that although “the link between finfluencers and high-risk investment products is notable, it is important to consider that not all focus exclusively on high-risk products” and that some “take a more educational and diversified approach”.

Unfortunately, the culture of the buck, which has metamorphosed from bricks and mortar to cryptocurrencies and technology stocks, is still deeply rooted in Spain, one of the EU countries with the worst financial education along with Romania, Cyprus and Portugal, according to the European Commission. In 2021, the Bank of Spain conducted a survey with three basic questions on inflation, compound interest and risk diversification. The results were devastating: only 19% were able to answer three basic economic questions correctly.

The Internet and social media, the sieve of distorted information

Despite the bad data, Spaniards’ interest in the economy and wealth management increased markedly after the pandemic. The rise in inflation-CPI went from -0.3% in 2020 to 8.4% in 2022– , the historical increase in interest rates, which have so far remained at around 0%, and the loss of purchasing power-according to Addeco, the average Spanish wage has the same purchasing power as in 1996.– have aroused great interest in savings and investment among Spaniards.

This positive fact is diluted by this negative one: novice investors, especially young investors, seek information on these topics on the internet and social media rather than consult a financial advisor. In this context, finfluencers play an increasingly relevant role as sources of information. However, not all of them have the necessary training, knowledge and experience in economics and finance, and many of them suggest that through a few simple steps their followers can achieve what they supposedly already have: the desired financial freedom.

CFA Institute – one of the world’s foremost associations of investment professionals, known for its famous CFA (Chartered Financial Analyst) certification – published a study earlier this year on how financial communicators engage Generation Z investors in the investment decision-making process. According to Rhodri Preece, head of research at the CFA Institute, “our research shows that the content of the finfluencers often lacks the necessary risk disclosure, which may hinder consumers’ ability to assess the objectivity of the information, and some investors may not be aware of when and how the finfluencers to promote financial products.

Pablo Gil, an economist and one of Spain’s leading experts in stock market analysis, believes that “the problem we still have is that the Internet is completely flooded with bad advice, because there are many people who try to make a living by opening the eyes of the rest of the public, when in reality their knowledge leaves a lot to be desired. So there is more interest and more information, but unfortunately a lot of it is not accurate or not really good.

Are finfluencers the solution or part of the problem?

One of the questions being debated is whether finfluencers are helpful in improving financial education or whether, on the contrary, they are part of the problem. Chamizo believes that there is no clear answer: “Within the spectrum there are content creators who are not very well trained and who sell three-quarter-size motorbikes, but there are also profiles with a high added-value proposal”. Furthermore, he believes that there is no direct link between low financial literacy and the increase in finfluencers: “Not at all. The shortcomings come from behind. The creators are not part of the problem, even if some people put sticks in the wheel so that the problem is not solved”.

Celia Rubio is more optimistic and believes that financial communicators have managed to transform this knowledge that was not very accessible and that “used to be covered with a halo of complexity” to make it much simpler, so they play “an important role in this democratisation of financial education”. He also points out that as we move forward in financial education, the number of influencers, as people will be more aware of the need to keep learning and will consume even more of this type of content.

Gil, for his part, is highly critical of teachers and disseminators of financial content: “Unfortunately, there are few good teachers who really do a commendable job, and it would be as simple as looking at their curriculum vitae. If we were to make this filter, we would discover that probably nine out of ten teachers should not really be teaching this type of activity”.

Regulation follows in the footsteps of financial disclosures

On the other hand, one of the big problems is that some finfluencers, whether professional or not, are unaware that their activities are subject to regulation. Although a title is not required, the CNMV reminds that recommendations must be presented “in a clear, accurate and objective manner” and it is necessary to disclose “any conflicts of interest that the person issuing the recommendation has in the financial instruments to which it refers”. The firm conducted a review of these investment recommendations issued by influencers and “contacted those identified as ‘experts’ to request clarification on their activity and require them to comply with established obligations”.

“While the CNMV has issued warnings and some guidance to these content creators, clarity on how they should operate within the legal frameworks could be improved,” said Chamizo. He adds that “current regulation may seem insufficient in the face of the rapid growth in the number of finfluencers. Given that the impact of its recommendations can be substantial, it is essential that the CNMV establishes clear and precise rules. For example, finfluencers obtain a specific certification or adhere to clearly defined ethical standards to increase transparency and accountability,” he adds.

Celia Rubio believes that the CNMV is clear, but that “it is not adapting well to the times and the types of content” currently in existence. He adds the need to “penalise those who don’t do it right, who spread false information and talk about scams”. On the other hand, Gil believes that it is preferable for the CNMV’s stance to be more aggressive and recognises that it is better to “sanction or avoid misinformation in a generic way, even if it is to the detriment of those trainers who really have a curriculum that supports them”. The easiest job,” he says, “is to fine or ban everyone, but the reality is that you would have to do much more detailed work” to discern who really has the knowledge and experience.

Friend or foe of industry?

In the financial industry, some professionals view the role of influencers and publicly acknowledge that there is clear intrusiveness. However, not all industry agrees on this point. Chamizo believes that brokers and trading platforms see them “as a significant opportunity to increase their client base”. Their ability to reach a wide and diverse public, with a language that is close, simple and attractive, has been exploited – without being without risk – by these entities to increase their volume of transactions. Chamizo points out that the investment fund industry and other more traditional and regulated financial institutions tend to reject those who do not provide value-added content and welcome those who offer more analytical and educational work.

Celia Rubio is not so ambivalent and considers that the industry “sees it as an opportunity; an opportunity to convey messages in a simple way and to make financial products and services known in other ways”. In this sense,” he concludes, “there is a good alliance between the financial industry and financial content disseminators.

Social media are part of the debate

The aforementioned CFA Institute study outlines a series of recommendations for regulating the situation of influencers financial. One is for “social media to improve their controls and take additional responsibility to ensure that content creators are transparent and identify what is promotion or advertising”. But is this possible? Should they take responsibility?

The entry into force of the new General Law on Audiovisual Communication seeks to regulate the activity of content creators on social media by determining what they can advertise and how they must do so. However, it is not specified what social media should do with financial content that is sensational or misleading.

Chamizo considers that social media “have a crucial role to play in moderating the content that circulates in their spaces, especially when it comes to financial information. Currently, although these platforms have implemented certain measures to tackle content of dubious financial quality, there is a growing consensus that they should intensify their efforts.

Gil, for his part, doubts that social media “have the capacity to be able to analyse this in detail and know how to qualify which content is really good and which is misleading content”. Celia Rubio agrees on this point, but she does believe that there is something that all social media should do: “control scams, identity theft, pyramid schemes, aspects that are very obvious and that social media should tackle”.

Conclusion;

Finfluencers have emerged strongly in the financial industry. They have helped to democratise information and have identified a great need: the education of a generation increasingly interested in managing and investing their wealth. However, not all of them have the experience and expertise to perform this function and many of them promote products without adequately informing about the risks involved. The financial industry and the CNMV must continue to take steps to ensure that content disseminators comply with regulation and standards of transparency and objectivity, while social media take a more active role in identifying misleading content and protecting users.

La entrada Finfluencers: opportunity or threat for the financial industry? se publicó primero en Agencia comma.