Leading Brands in the Spanish Social Media Landscape: Q2 2024 Insights

As the digital landscape continues to evolve, social media platforms remain at the forefront of connectivity and engagement. In Q2 2024, leading brands like YouTube, WhatsApp, and TikTok showcased impressive performance metrics across their websites and apps. Leveraging Sensor Tower's unparalleled data capabilities, we delve into the trends and insights that defined this quarter.

YouTube: A Consistent Powerhouse

YouTube's digital footprint is vast, with its website youtube.com and the YouTube app leading the charge.

• Audience Trends: From Q1 to Q2 2024, YouTube's website experienced fluctuations in visits, peaking in March and May with over 6.4B visits. Monthly deduplicated visits remained stable around 26M, with a slight dip in April.

• App Engagement: App activity was robust, maintaining over 37M monthly active users throughout the quarter, with a minor decrease observed in June.

• Ad Spend & Channels: YouTube's monthly ad spend on Instagram saw a gradual increase, with impressions reaching over 23K by June. Other platforms like Facebook and Snapchat recorded no ad spend, highlighting a focused strategy.

WhatsApp: Steady Growth in User Engagement

WhatsApp's presence, both on whatsapp.com and the WhatsApp Messenger app, remains integral to its success.

• Audience Trends: The website maintained a consistent visit range, exceeding 2.2B monthly visits. Monthly deduplicated visits hovered around 11M, with visits per unique visitor showing a slight increase in May.

• App Engagement: Monthly active users increased steadily, surpassing 32M by June, reflecting a growing mobile preference.

• Ad Spend & Channels: Advertising efforts were focused on TikTok, with monthly spend peaking in May. Impressions reached just under 6K, underscoring a targeted approach.

TikTok: Dynamic User Interaction

TikTok's influence continues to expand, with tiktok.com and the TikTok app capturing significant attention.

• Audience Trends: Website visits fluctuated, with monthly deduplicated visits peaking at over 9M in May. The visits per unique visitor metric remained stable, indicating consistent user engagement.

• App Engagement: Active users on the app showed a positive trend, reaching approximately 17.5M by June, indicative of increasing mobile engagement.

• Ad Spend & Channels: TikTok's ad strategy was diverse, with significant monthly spend on Instagram and Facebook. Impressions peaked in April, exceeding 5.8M, driven by a substantial increase in Instagram activity.

Conclusion

Q2 2024 highlighted the dynamic nature of social media platforms in Spain. YouTube, WhatsApp, and TikTok each demonstrated unique strengths, with YouTube leading in web engagement, WhatsApp showing steady app growth, and TikTok excelling in advertising reach. Sensor Tower's comprehensive data offerings, from Web Insights to Pathmatics and App Performance Insights, provide critical insights into these evolving trends, showcasing the power of cross-platform analysis.