Canonical URL: https://elacelerador.es/en/acquisition/iab-epsilon-collaboration-social-response-2026/ --- description: Collaborations account for 15.4% of activity and 32% of interactions in IAB and Epsilon’s panel. The report does not measure sales. title: IAB and Epsilon: collaborations receive 32% of interactions image: https://elacelerador.es/images/social/v1/iab-epsilon-collaborations-account-32-panel-s-social-interactions-a8ba3becf0a389dc0a82fd2badcaaf2d.jpg --- 1. [Home](https://elacelerador.es/en/) 2. [Acquisition](https://elacelerador.es/en/acquisition/) # IAB and Epsilon: collaborations account for 32% of the panel’s social interactions Creators, ambassadors and sponsorships represent 15.4% of activity and 32% of interactions in the 1,163-brand study presented June 30. By [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 12 October 2026 at 23:11 CEST 4 min read [ Add as preferred source ](https://www.google.com/preferences/source?q=elacelerador.es&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fiab-epsilon-collaboration-social-response-2026%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn. 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Photo: [Fquasie · CC BY-SA 4.0](https://commons.wikimedia.org/wiki/File:Shooting%5Fvideo.jpg?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) Creator collaborations, ambassadors and sponsorships account for 32% of interactions with 15.4% of activity in the panel [IAB Spain](https://elacelerador.es/en/organization/iab-spain/) and [Epsilon](https://elacelerador.es/en/company/epsilon/) presented on June 30, 2026\. The distribution shows concentrated response rather than sales. For a brand, it opens a question about what a collaboration purchases: presence before a community or an explanation that helps that community continue with a particular need. The study examines 1,163 brands and 3,777 profiles in Spain. Published activity and received interactions have different denominators. Dividing their shares, 32 by 15.4, produces an approximate concentration index of 2.08, an editorial calculation from published data. It is not investment return, unique people or causal improvement. The summary groups models with different costs and obligations while leaving the comparison period and full weighting unspecified. The data behind the story ### Collaborations concentrate response Collaborations within the panel. Collaboration share Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** IAB Spain Total activity and total interactions: different denominators. Explore the data table Scroll left or right to see all columns __Collaborations concentrate response (%)__ | Category | Collaboration share | | ------------ | ------------------- | | Activity | 15.4% | | Interactions | 32.0% | ## The community has a reason before the advertisement Creator selection requires understanding the audiences and conversations a profile attracts. The 2024 GWI series reported by Statista records musicians being followed by 32.4% of internet users in Spain, actors or other performers by 28.7%, and influencers or other experts by 26.5%. These are broad, non-exclusive categories. They identify neither a brand’s buyers nor reach available for purchase; they contextualise thematic communities in which a product might need a different explanation. The data behind the story ### Followed profiles bring together different interests Selected types of social-media accounts followed in Spain, third quarter of 2024. Surveyed internet users Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Sources:** Statista; DataReportal: Digital 2025 Spain original report GWI / DataReportal online panel of internet users aged 16–64, multiple answers. Spanish N not disclosed in the entry. Overlapping account categories, not sponsored campaigns, buyers or deduplicated reach in the IAB/Epsilon panel. Explore the data table Scroll left or right to see all columns __Followed profiles bring together different interests (%)__ | Category | Surveyed internet users | | -------------------------------------- | ----------------------- | | Musicians and bands | 32.4% | | Actors and other performers | 28.7% | | Influencers or other experts | 26.5% | | Restaurants, chefs or food enthusiasts | 26.3% | | Sportspeople and teams | 22.5% | A brief can start with a usage question, an eligibility condition or a difference between product versions. The creator provides a way of representing that question the community recognises; the brand provides evidence and offer conditions. Inserting a product name into an unrelated format preserves distribution but can leave unexplained why the proposition belongs with that audience. ## A reaction and a share perform different jobs Statista Consumer Insights records distinct behaviours in Spain: 34% of respondents had liked influencer content or followed creators during the preceding four weeks, and 17% had shared their posts. The corresponding company options received 28% and 12%. Combined items cannot separate liking from following. They do not identify sponsored content either, and must not become an effectiveness comparison between brand advertisements and collaborations. The data behind the story ### Fewer people report sharing than following or reacting Reported actions in the preceding four weeks; Spain, July 2024 to June 2025. Respondents Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** Statista Statista Consumer Insights online panel of 13,006 people aged 18–64, multiple answers. Items combine liking and following where stated. People reporting actions, not event volume, sponsored-content response or IAB/Epsilon-panel sales. Explore the data table Scroll left or right to see all columns __Fewer people report sharing than following or reacting (%)__ | Category | Respondents | | ------------------------ | ----------- | | Like or follow creators | 34% | | Share creator posts | 17% | | Like or follow companies | 28% | | Share company posts | 12% | The distinction informs what the report should retain: public response, circulation and enquiry have different meanings. A comment can be an existing user’s question, professional disagreement or a purchase request. The brand needs its substance before calling it acquisition. The study’s index identifies an important activity category; the business’s own journey explains which part enables an action. ## The collaboration continues after the asset is delivered Agreed cost needs production, validation, rights, variants, paid distribution and subsequent response work. An organic post and a promoted adaptation receive different opportunities and do not necessarily communicate identical promises. Retaining version, expenditure and period makes repetition decisions possible without crediting the creator with response also dependent on purchased media. The next destination needs the question the piece made understandable. A demonstration can lead to current specifications and price; a service explanation can offer a proportionate way to describe the requirement. A generic site asks people to reconstruct the offer. Where a retailer completes the sale, a visit or locator remains an intermediate step if the brand cannot observe the final transaction. Renewing the agreement requires served continuity and complete cost alongside interaction concentration. A collaboration is justified when it explains a relevant need and enables the offer to be checked under actual conditions. The 32% figure opens an investigative opportunity; it does not automatically turn a disproportionate social response into profitable sales. ## In this article ### Companies * [Epsilon](https://elacelerador.es/en/company/epsilon/) ### Organizations * [IAB Spain](https://elacelerador.es/en/organization/iab-spain/) ### Sources and documents * [Brands and social attention, 30 June 2026](https://iabspain.es/iab-spain-presenta-informe-marcas-y-atencion-social-2026/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · IAB Spain * [Research company identity](https://epsilontec.com/politica-de-privacidad/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Epsilon * [Publishing association identity](https://iabspain.es/aviso-legal/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · IAB Spain * Statista * [DataReportal: Digital 2025 Spain original report](https://datareportal.com/reports/digital-2025-spain?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · DataReportal Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fiab-epsilon-collaboration-social-response-2026%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn. 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His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution. ## Related articles [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [Prepare a partner channel for growth](https://elacelerador.es/en/acquisition/prepare-a-partner-channel-for-growth/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 5 min [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [Redesign a website while preserving its commercial value](https://elacelerador.es/en/acquisition/redesign-a-website-while-preserving-its-commercial-value/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 4 min [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [A content system connected to buying decisions](https://elacelerador.es/en/acquisition/a-content-system-connected-to-buying-decisions/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 6 min ```json {"@context":"https://schema.org","@graph":[{"@type":["Organization","NewsMediaOrganization"],"@id":"https://elacelerador.es/#publisher","name":"El Acelerador","url":"https://elacelerador.es/","description":"Marketing and growth hacking with examples from Spanish companies.","email":"pr@elacelerador.es","publishingPrinciples":"https://elacelerador.es/en/editorial-policy/","correctionsPolicy":"https://elacelerador.es/en/editorial-policy/","verificationFactCheckingPolicy":"https://elacelerador.es/en/editorial-policy/","masthead":"https://elacelerador.es/en/about/","ownershipFundingInfo":"https://elacelerador.es/en/about/","logo":{"@type":"ImageObject","url":"https://elacelerador.es/icon-512.png?v=20261017-stacked"}},{"@type":"Person","@id":"https://elacelerador.es/author/marian-vasile/#person","name":"Marian Vasile","url":"https://elacelerador.es/en/author/marian-vasile/","description":"Marian Vasile is a MarTech and growth professional. 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