Brand Performance on Social Media in Spain: A Longitudinal Analysis 2024–2025

Social media has become a central infrastructure for brand communication in the contemporary digital environment. However, the progressive maturation of the social media ecosystem—characterized by content saturation, algorithmic sophistication, and intensified competition for attention—has substantially transformed the dynamics of interaction between brands and users. This study provides a longitudinal analysis of brand performance on social media in Spain during the 2024–2025 period. The research adopts a quantitative, descriptive, and longitudinal approach, based on secondary analysis of aggregated data from a sample of 196 brands across various economic sectors with active presence on major social platforms. The results reveal sustained growth in brands’ digital communities, accompanied by a significant reduction in both publication volume and average interactions, confirming a structural decline in organic reach. Moreover, notable differences emerge by sector and platform, alongside the growing centrality of communication efficiency as a strategic indicator in a context increasingly focused on resource optimization.