Digital Marketing Blog

Social media has evolved from a platform for personal connections to a powerful communication tool for businesses, enabling direct interaction and community building. At the heart of this transformation lies the essential role of the Community Manager—the professional who bridges the gap between brands and their online communities.

Social media platforms, which originally served as a way to connect with friends and family, have evolved into a powerful communication tool for businesses and brands.

In this context, the role of the Community Manager becomes essential. These professionals act as the bridge between brands and their communities. They are responsible for conveying the brand's message and listening, engaging, and building relationships with followers, creating a sense of belonging.

For the community, a Community Manager is the voice of the brand, someone who interacts with them in a meaningful and human way. This helps turn a brand from a faceless entity into something people can connect with.

When you want to start your business in a new country, having a local Community Manager is even more important. They don’t just speak the language—they understand the cultural nuances, online behaviour, and local trends that influence how users interact with brands.

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What is a Community Manager for us?

A Community Manager is responsible for building, nurturing, and managing the online community of a brand. Unlike a Social Media Manager, who focuses on strategy and content planning, a Community Manager immerses themselves in daily community interactions — responding to followers, moderating discussions, and ensuring that the brand’s voice resonates with its audience.

In Smartbrand, we believe that the role of a Community Manager goes beyond just posting content or replying to comments. A good Community Manager must:

• Stay up-to-date: The digital landscape is always changing. A skilled Community Manager must keep up with trends, new tools, and algorithm updates to keep the brand relevant.
• Understand the brand and business: Deep knowledge of the company’s values and goals is essential for communicating authentically.
• Be empathetic: Understanding the community’s needs and feelings helps foster deeper connections.

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9 reasons to hire a professional Community Manager (and why local expertise matters)

1. Humanising the Brand 

In social media platforms, brands are often perceived as distant and commercial, while users and consumers are looking for authenticity.

A Community Manager gives your brand a personality, turning it from a faceless entity into something people can connect with and trust. At Smartbrand, we work to ensure that your brand’s human touch is reflected in every interaction, aligning with the cultural nuances of the Spanish market for more authentic engagement.

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2. Building loyal communities 

The goal isn't just to increase follower numbers; it's about creating strong emotional bonds with the audience.

A Community Manager must cultivate communities where followers feel like they belong, encouraging long-term engagement and loyalty. A local Community Manager is key to navigating these complex social dynamics.

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3. Real-time Customer Service

Social media is now the first point of contact for many customers. A Community Manager must provide fast, effective responses to questions and issues, improving customer satisfaction. It’s important to ensure your brand is always accessible with swift replies, backed by our deep understanding of Spanish user expectations and customer care practices.

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4. Active audience listening

Feedback from customers is invaluable. A Community Manager listens to the audience, identifies trends, and detects opportunities for business growth. Having a local Community Manager ensures that this feedback is interpreted in the right cultural context, which is crucial for adapting strategies.

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5. Continuous strategy adaptation

Social media strategies need to be based on audience feedback and performance metrics. A Community Manager ensures your approach stays flexible, adapting content and tactics for better results. This flexibility is crucial for staying relevant!

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6. Crisis management

Social media crises can escalate quickly. A skilled Community Manager can handle delicate situations and prevent potential PR disasters, protecting your brand’s reputation. A local Community Manager can also better understand the local context and nuances to manage any potential issues more effectively.

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7. Creating quality content

Content is king. A Community Manager ensures that the content shared aligns with the brand’s voice and resonates with the audience. But beyond just sharing content, we also have a Content Creators team, specialised in ideating and creating tailored content for each platform, audience, and time of day. We also have an in-house design team that crafts dynamic visuals and animations, ensuring the content isn’t just good—it stands out and engages.

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8. Analysis and strategy

A Community Manager analyses metrics to evaluate the performance of the actions taken on social media, providing valuable insights for constant improvement and the development of future strategies.

Additionally, if needed, we can elevate the brand's presence or improve campaign results by coordinating with our specialised Paid Social and Influencer Marketing teams. Together, we optimise campaigns and adapt strategies to meet and exceed set objectives, ensuring maximum performance and higher conversion rates.

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9. Local Agency

Understanding the market is critical for your success. A local agency doesn’t just speak the language — we understand the culture, behaviour, and trends of users. This local expertise ensures that your message resonates and connects with the audience. Our team’s cultural knowledge and market insight make us the ideal partner to help you succeed in Spain.

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Conclusion

At Smartbrand, we understand the power of community management in building long-lasting relationships between brands and their audiences. 

With over 10 years of experience in managing social media for national and international brands such as Planeta DeAgostini, Jané or Quimamme, we provide more than just a Community Manager. Our Content Creators, Designers, and Influencer Marketing specialists work together to ensure your brand stays ahead of the curve in the ever-evolving digital landscape.

Are you thinking of expanding your business to Spain? 

Social media can be your best ally—but only if you understand how it really works in this market. 

This guide will walk you through the essentials of Social Media Marketing (SMM) in Spain and why partnering with Smartbrand, a local agency, can make all the difference.

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What is Social Media Marketing 

Social Media Marketing (SMM) refers to using social platforms to build brand awareness, drive traffic, engage customers, and ultimately boost sales. But each country has its own rules—cultural, linguistic, and platform-based.

In Spain, the most relevant platforms for brands are:

• Instagram: Popular among younger users, great for lifestyle content and influencer collaborations.
• Facebook: Still widely used by a more mature audience. Excellent for precise ad segmentation.
• TikTok: Huge potential for virality, especially with younger audiences.
• LinkedIn: Key for B2B strategies and professional networking.
• YouTube: A powerful video marketing platform with massive reach.
• X (formerly Twitter) and Pinterest also have niche appeal.
  
  

Why go local? A Spanish-speaking agency can help you adapt your message to the tone, humor, and timing your audience expects—and make the most of each platform's nuances.

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Social Media Marketing strategy - Phases to follow 

‍1. Define clear objectives

Start with SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound.

Example: Instead of saying "Increase brand awareness", aim for "Increase Spanish website traffic by 20% in 6 months through Instagram and Facebook campaigns."

Also, define what success looks like: Is it brand recognition? Community growth? Sales?

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2. Identify opportunities – Initial analysis

• Audience
  To succeed on social media in Spain, you need to understand who you’re talking to and why they’re on each platform in the first place. What do they expect from a brand? What drives their behaviour?
  Short surveys, interviews or market research can help uncover valuable insights about user preferences, motivations and expectations.
  These insights should be turned into audience archetypes or personas, which help guide strategy and content planning.
  
  

• Unique Value Proposition
  What makes your brand stand out? What need are you solving, and how do you do it better—or differently—than competitors?
  Running a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) can help clarify your positioning and uncover areas to strengthen before launching a campaign.

• Market
  Each market comes with its own cultural codes, language, and platform penetration. It's not the same to launch a brand from scratch in Spain as it is to expand an existing one into this market.
  A market analysis means looking beyond demographics. It also involves understanding consumer behaviour, and identifying macroeconomic, political and social factors that influence how your message is received.
  
  ‍Local insight is key: Working with a native agency gives you a real advantage. They know how things work, what resonates with the audience, and how to avoid cultural missteps that can hurt your brand image.
  
  

• Competitor Benchmarking
  Studying your competitors is crucial—especially when entering a new, unfamiliar market like Spain.
  Look at how your main competitors use social media: what platforms they’re active on, the quality of their content, their engagement levels, and the tone they use.
  But don’t stop there. Check out adjacent sectors too—some of the most innovative strategies come from unexpected places.
  
  Why it matters even more when going international: Observing what works (or doesn’t) locally can help you avoid beginner mistakes and accelerate your entry into the market.
  
  

• Brand Presence & Social Listening
  Assess your current position on each platform. What are your strengths? Where are the gaps?
  Monitor how users talk about your brand online—the tone, the recurring themes, the sentiment behind mentions. These insights can guide content creation and community engagement strategies.

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• Resources
  Understand what you have—and what you need.
  This includes budget, team capacity, time, and tools. Do you have in-house expertise, or do you need training or external support?
  It’s also important to clarify which platforms and tools you’ll use for content scheduling, performance tracking, and social listening.

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3.Building a Social Media Strategy

Once you’ve defined your audience, analysed the market, and spotted the gaps, it’s time to craft a strategy that connects the dots between goals and execution.

Your social media strategy should outline:

• What content you’ll create
• How and where it will be delivered
• Which voices (influencers, partners) will amplify it
• The business objectives behind each message
• And most importantly, how it all reflects your brand’s voice and identity
  
  

Take a look at our work with PlanetadeLibros, Jané, or Fanhome.

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Content Strategy

Content is at the heart of any social media plan. It’s how your brand earns visibility, builds trust, and starts meaningful conversations.

We recommend developing strategic content pillars, aligned with business goals and audience segments. These pillars provide structure and help unify your brand narrative across all platforms.

Then, break these down into platform-specific themes—adapting your voice, visuals, and formats to suit the audience and algorithms of each channel.

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Platform Mix & Format

Every platform has its own language, dynamics, and user behaviours. Your presence shouldn't be about copy-pasting across channels.

Instead, choose the platforms that make the most sense for your brand and goals in Spain, and tailor content formats accordingly: Reels for reach, carousels for storytelling, LinkedIn posts for thought leadership, etc.

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Reach: How to get seen

Posting is not enough. To reach your audience, you need visibility—and that means working with the platforms, not against them.

There are three key levers:

1. Organic reach: Plan content that taps into platform trends and user behaviours to maximise visibility without paid media.
2. Social ads: With declining organic reach, targeted paid ads ensure message delivery with precision, speed, and flexibility.
3. Influencer marketing: Leverage local voices to give your brand credibility and reach. But focus on engagement, not just follower count.
   
   

A local agencie is essential here: We know what kind of content performs, how algorithms are shifting, and which voices move the needle in Spain.

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Conversions & Results

Ultimately, every strategy should lead to action: more traffic, leads, purchases, or brand advocates.

Your KPIs will depend on your goals—but whether you're tracking engagement, conversions, or ROI, you need a clear measurement plan from day one.

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‍4. Activating your strategy

Once your strategy is clear, it’s time to roll it out—efficiently and with the right resources.

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Brand Profile Setup

Start by optimising your profiles across platforms:

• Consistent naming: Use the same handle on all platforms to improve discoverability and brand recognition.
• Profile visuals: Use your logo as your profile picture and a cover image that reflects your values or current campaigns.
• Bio and description: Write a short, impactful bio with relevant keywords.
• Website link: Add a link to your site—consider using a link-in-bio tool to showcase multiple destinations.
• Contact info: Make it easy to get in touch—email, phone, physical address.
• CTAs: Platforms like Facebook allow custom buttons (e.g. “Shop Now”, “Contact Us”).
• Brand consistency: Ensure your tone and visuals reflect your brand identity across every platform.

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Management Tools & Workflows

Managing multiple profiles and campaigns requires the right setup:

• Scheduling tools: Essential for consistent publishing and team coordination.
• Content Hub: At Smartbrand, we use a centralised workspace to plan, tag and coordinate all content—across platforms and regions.
• Social Design System: A system we developed to align a brand’s visual identity with its social media presence, keeping everything cohesive over time.

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Monitoring Tools

Use analytics tools to track your key performance indicators (KPIs) and measure impact. From reach to engagement to conversions, real data will guide your next move.

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Ongoing Content Planning

A solid content calendar ensures consistency and relevance. Plan around:

• Strategic content pillars
• Brand-specific campaigns
• Seasonal trends and “dayketing” moments
• Required production timelines
• Learnings from previous posts

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Content Creation

Quality matters. Poor production or generic formats won’t drive results.

Focus on versatile assets— especially video — and plan so you can repurpose content across platforms. Make sure your messaging fits each platform’s tone, and your captions encourage interaction when needed.

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Community Management

Building a community takes more than publishing good content. It’s about being present, listening, and engaging meaningfully.

Timely responses to comments, questions and even complaints are part of the job. That’s why it’s important to establish clear customer care protocols for social — especially when managing a growing presence in a new market.

Why it matters who’s behind the screen: When expanding into Spain (or any local market), your community manager shouldn’t just speak the language — they should think in it. A native Spanish-speaking CM understands the cultural nuances, humour, tone, and expectations that shape conversations. That local empathy is what builds real connection and trust.

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Campaign Execution

From influencer partnerships to paid ads, campaigns should launch in sync with your strategy — and evolve through real-time optimisation based on performance.

Local insight counts here too: Knowing which influencers are genuinely influential in Spain, or how ads perform in local regions, is something only a native partner can truly master.

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5. Optimising the Strategy

Social media moves fast, and your strategy needs to evolve with it.

That’s why optimisation should be an ongoing, circular process — one that learns from performance and is ready to pivot when needed. Every assumption can (and should) be questioned if the data suggests a better path.

A simple yet effective optimisation loop might include:

• Performance analysis
• Opportunity brainstorming
• Prioritising ideas by impact vs effort
• Testing and implementation

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Growing your brand through social media in a new market like Spain takes time, consistency and local insight.

Results won’t come overnight. But with a well-defined strategy and a partner who understands the market, each action will be pushing your brand closer to its goals.

We’ve all heard of influencers and influencer marketing by now. 

These figures, who have become opinion leaders, have the power to influence the decisions and behaviours of their followers. But not all influencers are the same—there are different types of influencers based on categories, platforms, and community size.

An influencer is someone who has credibility in a specific field and uses social media platforms to recommend or endorse brands or products.

The key for influencers is that their audience sees them as a reference, and if they’re an expert in a niche topic, even better. The number of followers takes a backseat to relevance.

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Characteristics that define influencers

• Credibility on specific topics: Influencers are often passionate about certain topics like books, movies, sports, food, or tech, and their followers look to them for advice or inspiration in these areas.
• Social media presence: They have followers who are interested in the content they share. Some influencers are more active than others, but all have influence.
• Brand ambassadors: Influencers are often aligned with a company’s values and what it offers. Brands seek them out to promote their products or services due to this alignment.
  
  

But as mentioned, not all influencers are the same. There are several factors to consider when choosing the right influencers for your campaign.

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Types of Influencers based on audience size

The impact and reach of influencers vary depending on their follower count. In Smartbrand, we categorise influencers into three main types based on their audience size:

1. Nano-influencers (2K - 10K followers)
   Despite their small audience, their closeness with followers allows for a high engagement rate.
   Those profiles are humble, collaborative, and often open to win-win agreements. Their influence is local and specific, with authenticity being their greatest strength.
   
   
2. Micro-influencers (10K - 100K followers)
   Not celebrities, but they have considerable authority in their niche areas.
   Their opinions are highly valued, and they have a strong trust with their followers. Micro-influencers are professionals in their field and often preferred by brands due to their natural authenticity and credibility.
   
   
3. Macro-influencers (100K - 1M followers)
   These influencers often make a living through social media and typically request higher fees for collaborations.
   Their reach is considerably wide, with a diverse and engaged audience.
   
   
4. Mega-influencers (1M+ followers)
   Mega-influencers are at the top, with a global reach.
   Their influence spans across borders and cultures, making them comparable to celebrities.
   Due to their massive popularity, collaborations often require significant investment, but their ability to drive brand awareness is unmatched. However, it’s important to note that engagement may not always be proportionate to high.
   
   

While the number of followers is an indicator of reach, it is not the only factor to consider. Engagement, authenticity, and content relevance are just as crucial when selecting the right profile to collaborate with.

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Influencers by profile type

In addition to audience size, influencers can also be classified by their profile type. This determines the nature of their influence and how they interact with their audience.

• Celebrities: Public personalities known internationally for their careers in film, music, or sports. While they have large followings, they may not always guarantee a high engagement rate.
  
  
• Experts: These influencers are authorities in specific fields such as tech, fashion, or the "geek" world. Their opinions are highly valued due to their expertise.
  
  
• Trendsetters: Influencers who quickly adopt trends, becoming leaders in those areas. Their audience follows them to stay updated with the latest trends.
  
  
• Consumers: These influencers represent the general public, sharing opinions and reviews about products or services they use. Their authenticity is their strength, as they speak directly to the average consumer.

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Types of Influencers based on content theme

The influencer world is diverse. Beyond audience size and profile type, another way to categorise influencers is by the content theme or niche they specialise in. 

This classification is vital for brands launching influencer marketing campaigns, as it helps identify profiles and audiences that align with the products or services being promoted.

1. Fashion: Influencers who are passionate about trends, design, and style. They share their looks, fashion advice, and collaborate with clothing and accessory brands.
   
   
2. Foodies: Influencers who love gastronomy and share recipes, restaurant reviews, and culinary tips. They’re ideal for food and restaurant brands.
   
   
3. Fitness: The ones focused on workout routines, health, and wellness tips. Great for sports, nutrition, and health brands.
   
   
4. Beauty: Experts in makeup, skincare, and beauty products, sharing tutorials, reviews, and beauty hacks.
   
   
5. Travel: Influencers who share their travel adventures, recommend destinations, accommodations, and experiences. Perfect for travel agencies, airlines, and tourism-related businesses.
   
   
6. Families: Focused on parenting, family activities, and products for kids and parents.
   
   
7. Gamers: Influencers in the gaming world who review games, do live streams, and discuss the latest trends in gaming.
   
   
8. Lifestyle: These influencers cover a range of topics from fashion to travel to food, offering a holistic view of their lifestyle.
   
   
9. Comedians: Influencers dedicated to humour, creating sketches, parodies, and monologues for entertainment.
   
   
10. Activists: These influencers are dedicated to social, political, or environmental causes, using their platform to raise awareness and mobilise their audience.
    
    
11. Cultural diffusers: Passionate about art and literature, sharing their creations, recommending events, books or art. Perfect for publishers, bookstores, and cultural events.
    
    

Each theme has its own set of influencers who stand out for their authenticity and expertise in the area. Identifying the right themes to target is key for delivering better results in your campaigns.

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Types of Influencers based on social network

Each social network has its unique characteristics, different types of content, and most importantly, they cater to different audience demographics. Understanding these is essential for identifying the right influencer for your brand:

• Instagrammers
  Instagram is the go-to platform for visually-driven content. Influencers typically share high-quality photos, short videos, Stories, and Reels. These influencers excel in fashion, beauty, lifestyle, and travel, and their content often focuses on aspirational lifestyles.
  Audience: Primarily 18-34 years old, with a focus on millennials.
  
  
• YouTubers
  YouTube remains one of the most powerful platforms for long-form content. YouTubers create detailed tutorials, vlogs, product reviews, and entertainment videos. They have strong followings built on personality and expertise in their respective fields.
  Audience: Broad age range (13-45), with content targeting specific interests such as tech, beauty, and lifestyle.
  
  
• TikTokers
  TikTok is a platform for fast, creative, short-form video content.
  TikTok influencers often participate in viral challenges, share trends, and create funny, relatable content. This platform is known for its algorithm, which pushes viral content to millions.
  Audience: Primarily younger users with a focus on Gen Z. This audience tends to seek entertainment, trends, and quick, digestible content.
  
  
• Streamers (Twitch, YouTube Live, etc.)
  Streamers create real-time content, usually in the form of live gameplay, discussions, or creative sessions. They have a direct, interactive relationship with their followers, allowing for live feedback and engagement.
  Audience: Mostly young (16-35).
  
  
• Podcasters
  In the podcasting world, people often discuss niche topics such as business, entertainment, or culture. While podcasts have traditionally been audio-only, many now feature video elements.
  Audience: Adults aged 25-45, with a focus on professional and niche content (business, storytelling, comedy).
  
  

Each of these social networks serves distinct audiences, and the influencers on them use content formats that align with user preferences. For example, TikTokers are geared towards a younger, trend-focused audience, while Instagrammers tend to attract a broader but still highly engaged group interested in visual content.

At Smartbrand, we specialise in matching brands with the right influencers based on both platform and audience. Our deep understanding of each social network ensures that campaigns are not just about reach—they’re about reaching the right people.

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The world of influencer marketing is vast and constantly evolving. Understanding the different types of influencers, from audience size to content themes, is crucial to running effective campaigns. By selecting the right influencer based on the platform, niche, and engagement, brands can achieve better results.

At Smartbrand, we help you identify and select the influencers that best align with your brand’s goals and campaign objectives, ensuring a strategy that works for your business.

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