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.

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.

A habit that certain social network users put to practice from time to time is to “kill them.” Whenever there is a publication, there is a decline in the number of active social network users or an increase of this number is lower than expected or the benefits of this platform are nonexistent, we tend to think that this social network “will die.”

It is true that new platforms appear frequently, some that are social networks and others that aren’t but have a strong social fabric. However, in my opinion, there are social networks that will not easily disappear in the short or medium term. Amongst those, I dare to include Facebook, which has a long life ahead of it, not only because of its increasing number of users (in the coming months there will be around two billion active users), but also because its use is already so established that it is difficult for us to think about the internet without thinking about Facebook, at least in certain regions of the world.

On the other hand, Twitter, although it has shown signs of fatigue, is without a doubt an established social network. It’s a place to share news and have discussions, like a “second screen” platform. Certainly its user growth has stalled and certain changes to its platform have failed to convince everyone, but I believe that the network of the little bird has enough satisfactory qualities to stick around for a long time to come, both on our computers and on our mobile devices.

The same is happening with Youtube, king of kings in terms of video platforms despite having lost some of its strength thanks to Facebook’s efforts to boost its own videos and live broadcasting. It continues to be a strong social network, especially because youtubers have appeared, individuals who are very influential over an important segment of the consumer population online.  Let us not forget that this is the social network that will soon be setting up an online paid channel.

Regarding Google+, I continue to think that it is a bit meh. I include myself amongst the users, who use it with the mantra “it helps and strengthens the SEO,” but I hardly use it. Moreover, what is clear to me, and at the risk of being over the top, is that if it were to disappear some point in the near future, hardly anything would happen.

I can say very little regarding Instagram, one of the fastest growing social networks in the last few years and ideal for the show-off . It is easy to use, has good results and the generation of thousands of igers communities around the world make this social network a phenomenon that is very different from other social networks, but nonetheless very popular.

With regards to Linkedin, it seems undoubtable that it is considered the initial point of reference if we want to demonstrate our professional expertise or have a look at others’ profiles, whether it is to make professional contacts, recruit individuals or take part in group discussions.  Last but not least, I have to mention Snapchat, created in 2011, which has had such an incredible growth in the last few years, with millions of users. I think it is too soon though to talk about its future.

So then, which social networks will we be using in 2030? All the aforementioned social networks, except for Snapchat and Google+ are very well established in their respective spheres and as I already pointed out, it would greatly surprise me if they were to disappear in the short or medium term. In a nutshell, I think as time goes on we will ultimately find ourselves using the same social networks.

But on the other hand, we cannot forget that the new social network user is incredibly demanding, a heavy user of mobile phones, fairly disloyal to brands and with a pretty unpredictable nature. These are the factors that already existing social networks ought to keep in mind, because perhaps the important thing is not to develop new means of communication, but to improve the user’s experience of social networks that are already at our disposal.

Do you think that there will be many changes to social networks in the coming years? How will our approach to consuming information and connecting with one another through digital mediums change?

La entrada What social networks will we be using in 2030? se publicó primero en Agencia comma.