12/16/2021 at 11:46 am CET
If the gateways to the digitalization of companies are profiles on social networks, the Spanish fabric seems to be on the right track. 75% of the country’s companies are present on at least three of these platforms, with Facebook before. The flagship social network of the group led by Mark Zuckerberg is the most popular business application.
Despite this, Almost half of the companies that participated in the report that includes it say they prefer Instagram, the tool, they say, that brings the most value to the business. This brand, also owned by the Facebook group (now Meta), is the preferred social network and the second with the most business presence.
To prepare for this study, the digital marketing agency Imagina contacted around 650 people interviewed from the 13 most representative sectors of the commercial fabric in Spain.
It follows that the food industry is the one with the most presence on social networks (nearly 75% of respondents have a profile on at least four social networks), closely followed by the health sector, with 68 % of businesses on three or more platforms. Completing the catwalk is the fashion and beauty business, which has 60% of its businesses also in at least three of these apps.
“Social networks are no longer coming to be present”, explains the CEO of this agency, Dani Casanovas, through a press release. “According to the study, only one in 10 companies is currently not present on social networks among medium or large companies,” he adds.
The rise of TikTok
The surprise, in this sense, is TikTok, which already concentrates the profiles of 12% of companies and is at the center of the projects of a third of them for 2022. Indeed, Imagina designates it as the social network to highest growth potential for next year. For example, the agency shows that almost all food brands plan to step up their activity on this social network in the coming months.
On the other side of the scale are Twitter Yes Youtube. “Twitter is completely stagnant and only represents 33% of the total, but in some sectors it only represents 10%,” they point out from this agency. “YouTube presence continues to be high, albeit with little activity and is a priority for less than 5% of businesses,” they continue.
Lastly, Linkedin it is essential above all as a key tool for companies that sell to other companies or service companies, who place it as the social network that offers them the best results.