In 2026, TikTok remains a dominant social media platform in Spain with over 22 million active users, representing a significant portion of the digital population. Engagement levels are high, with users spending an average of 12 minutes per session, indicating strong content interaction. Brands are heavily investing in TikTok advertising, with €320 million spent on campaigns, reflecting its importance in marketing strategies.
Influencer marketing continues to grow, generating approximately €150 million in revenue for Spanish creators and agencies. Nearly 70% of brands in Spain leverage TikTok ads to reach younger demographics, emphasizing the platform's effectiveness. As TikTok's ecosystem matures, businesses are adopting innovative content formats to maximize reach and engagement in an increasingly competitive landscape.