Spanish Influencers: How Brands Hire Them and What They Cost

Spanish influencers are creators based in Spain whom a brand, including a brand abroad, can hire and pay in euros. This guide covers how to hire one, what it costs by platform, and the rules to check first.

Brands book Spanish influencers per platform and deliverable, pay in euros, and need a written brief with the disclosure wording the AUTOCONTROL code accepts.

• Who: five public Spanish creators across Bilbao, Madrid, Barcelona and Galicia, and how to find creators from Spain who can be booked.
• Cost: global rate benchmarks by platform and tier from Influencer Marketing Hub, dated 6 October 2026.
• Rules: Real Decreto 444/2024, the AUTOCONTROL influencer code and the VAT and tax paperwork behind a euro payment.

Two companion guides cover narrower cases: top Spanish YouTubers for brands for a YouTube-only, gaming-heavy roster, and hiring Spanish UGC creators for per-deliverable content that does not depend on audience size. For the general process across every European market, see the hub guide to how brands hire European influencers.

Here are five of the best-known influencers of Spain, each with a public Wikipedia profile. They are publicly known creators, not a Collabios roster: availability and rates are theirs to confirm, and follower counts change, so check the platforms. Where a figure carries a source date, it is included; where the source gives no date, that is stated plainly.

1. Ibai Llanos: streaming, esports commentary and live-event hosting (Bilbao, Basque Country). Real name Ibai Llanos Garatea, born 26 March 1995. Per Wikipedia, about 20 million Twitch followers and more than 17 million YouTube subscribers. Co-founder of esports organisation KOI and creator of "La Velada del Año." Set a Guinness World Record on 13 July 2024 with 3,846,256 simultaneous Twitch viewers on a single stream, and was named by Forbes Spain in 2021 as the most influential social-media influencer in the country. Named brand partners in the source include Netflix, KFC and Movistar. Best fit: gaming, esports, entertainment and youth-consumer brands.

2. María Pombo: fashion, beauty and lifestyle (Madrid). Real name María Pombo Ribó, born 17 October 1994. Per Wikipedia, more than 3 million Instagram followers. Founded or co-founded seven ventures, including potato-omelette brand La Martinuca and a 2023 partnership stake in talent-representation agency Vertical Group. Forbes "Top 100 influencers" (2020) and "Best Content Creators" (2023); Premios Ídolo influencer-of-the-year (2022); starred in the docu-reality series "Pombo" on Amazon Prime Video (2023). Best fit: fashion, beauty and food-adjacent brands.

3. Laura Escanes: fashion, lifestyle and podcasting (Barcelona). Real name Laura Escanes Espinosa, born 13 April 1996. Per Wikipedia, her Instagram passed one million followers in December 2019. Hosts the podcast "Entre el cielo y las nubes," winner of Podcast Revelación at the Premios Ondas Globales del Podcast 2025; runs Madrid beauty salon Blondie (opened 2020); debuted at New York Fashion Week for Custo Barcelona (2016); named one of Catalonia's most influential women (2025). Best fit: fashion, beauty and lifestyle brands, including a podcast integration.

4. Dulceida: fashion, beauty and lifestyle, plus talent-agency founder (Badalona, Barcelona). Real name Aida Domènech Pascual, born 23 October 1989. Per Wikipedia, more than 3 million Instagram followers and more than 2 million YouTube subscribers. Founded talent agency IN Management (2016, offices in Madrid and Barcelona, representing more than 50 creators) and parent company Dulce Week End S.L. (€3.3 million revenue in 2022); launched the DulceWeekend Festival (2016, 12,000+ attendees) and the Premios Ídolo awards (2021), the same awards that named María Pombo influencer of the year in 2022. Best fit: fashion and beauty brands, and brands interested in an agency relationship.

5. Wismichu: comedy, videoblogs and filmmaking (Cambre, A Coruña, Galicia). Real name Ismael José Prego Botana, born 5 October 1993. Per Wikipedia, his YouTube channel passed the Gold Play Button milestone of 1 million subscribers; no current subscriber figure is claimed here since the source gives none. Absurdist and dark-comedy videoblogs, pranks and parodies. Published two books and two comics; directed short film "Bocadillo," which premiered at the Sitges Film Festival (2018); co-founded tabletop-gaming channel Infrecuentes (2022). Best fit: comedy-forward, Gen-Z and gaming-adjacent brands.

These five are public figures and none of them is represented on Collabios. To hire creators from Spain who are on the marketplace, browse creators in Spain on Collabios and filter by niche, platform, follower count and price.

The five public profiles show a pattern: four of the five have founded or co-founded a real company, agency or event brand alongside their content. Ibai Llanos co-founded esports organisation KOI and created "La Velada del Año," a live event Wikipedia describes as the most-watched broadcast in Spain every year since its second edition. María Pombo has founded or co-founded seven ventures over her career, including a potato-omelette delivery brand, La Martinuca. Laura Escanes runs a beauty salon in Madrid and hosts a podcast that won a national award. Dulceida founded a talent agency, IN Management, that represents more than 50 creators, plus an annual awards show for digital creators.

This is a reading of public profiles, not an industry statistic. The practical point for a brand is that a creator who runs a company may raise category exclusivity or want a say in product placement more often than a creator without one. Bring both up in the first outreach message, not after the contract is drafted.

If you are a Spanish creator reading this, the section near the end is written for you.

The five creators above show the split: Ibai Llanos is on Twitch and YouTube, the three fashion and lifestyle creators are best known on Instagram, and Wismichu's format spans YouTube, books and film. Pick the platform the campaign needs, not the most familiar one.

Two of the five, Ibai Llanos and Dulceida, are large on more than one platform. Decide which platform carries the main deliverable and the main rate, and treat the others as amplification rather than pricing each from scratch.

On Collabios you can filter creators from Spain by platform (Instagram, TikTok, YouTube, X, Twitch or UGC) before you decide which one carries the main deliverable.

There is no public rate card for Spain influencers specifically. The best public reference is the Influencer Marketing Hub's Influencer Rates page (updated 6 October 2026), which lists global rates in USD by platform and follower tier:

Source: Influencer Marketing Hub, "Influencer Rates" (updated 6 October 2026). Global figures in USD, not Spain-specific.

No Twitch-specific sponsorship rate is published in the sources we checked, so none is stated here as a number. A Twitch integration at Ibai Llanos's scale is a bespoke conversation around a specific stream or event, not a standard dedicated-video rate. A creator who runs their own company, as four of the five here do, may also price a partnership around product placement or co-development rather than a flat per-post fee, so say what you want in the brief. Our income breakdown by tier and platform covers the global rate picture in more depth.

Each creator profile on Collabios shows public per-service rates and content samples, so you can compare prices of creators from Spain against these benchmarks before you send a request.

Regulatory layer. Real Decreto 444/2024 (RD 444/2024), published in the BOE on 1 May 2024 and in force since 2 May 2024, develops Article 94 of Ley 13/2022 General de Comunicación Audiovisual and defines "usuario de especial relevancia" (UER) status. The three thresholds are cumulative, joined by AND, not OR: at least €300,000 in gross income in the previous calendar year from the activity on the services, AND at least 1 million followers on a single service or 2 million aggregated, AND at least 24 videos published in the previous calendar year. Only the 1 million single-service versus 2 million aggregate test is an "or". The obligations of these users come from Ley 13/2022, not from the decree itself, and the CNMC is the state audiovisual authority. A brand can ask a creator whether the status applies.

Disclosure. Whether or not a creator is a UER, the AUTOCONTROL influencer code (self-regulatory, in force since 1 October 2025) governs disclosure of commercial content. It names wording such as "publicidad", "publi", "en colaboración con", "colaboración pagada", "Embajador de [marca]" or "patrocinado por", and rejects wording such as "Ad", "Colab" or "Sponso" on their own. Place the label at the start of the commercial message, not behind "ver más". If a campaign also targets a US audience, the FTC expects plain-language disclosure next to the endorsement on top of the Spanish wording.

When you book on Collabios, put the disclosure wording in the brief: the brief covers tone, visual references, deadline and the label the creator's market requires, but Collabios does not apply labels for you.

Currency and documentation. Plan to pay a creator based in Spain in euros. Under the general rule for business-to-business services in Directive 2006/112/EC (Article 44), the place of supply is where the customer is established, so a creator invoicing a brand outside the EU normally adds no EU VAT; confirm the invoice wording with a tax adviser. A Spain-domestic invoice between two Spanish parties is different: Ley 37/1992 is the VAT statute, and Spain's standard rate is 21%, with reduced rates of 10% and 4%, per Your Europe. Between two EU businesses, Your Europe explains that the supplier does not usually charge VAT on a business-to-business service and the customer pays it in its own country. If your brand's home currency is not EUR, lock the EUR-equivalent figure into the contract at signing rather than at payment date. Tax documentation depends on the brand's own country: a brand based in the United States, for example, would typically collect IRS Form W-8BEN before the first payment, certifying the creator's foreign status for US withholding purposes. A brand based elsewhere should check its own country's equivalent with a tax adviser.

Collabios does not collect tax forms or write the contract, so ask the creator directly for any tax form your country requires. The free EU influencer contract generator and the disclosure rules by country guide cover templates and wording in more depth.

Whichever creator you pick, the path from idea to paid booking has the same five steps. This table shows what the brand does at each one and how it works on Collabios.

A brand has three practical routes to a creator from Spain. They differ in how you find the creator, how the price is set and who handles payment.

A marketplace suits a brand that wants to compare several creators' listed prices and keep the booking, brief and payment in one place. An agency suits a brand that wants one contact to run a multi-creator plan. Collabios is the marketplace option in this table: send a booking request to a creator from Spain when you know the platform and the deliverable.

This section is for the Spanish creators reading this guide. Several of the most visible Spanish influencers built a company alongside their content rather than relying on sponsorship as the only revenue line, and a clear, business-like profile makes an international brand's first message easier to answer.

State your RD 444/2024 status plainly. If you clear all three UER thresholds, check your registration duties under Ley 13/2022 with an adviser. If you sit below one or more thresholds, say so on your rate card; it removes a question a brand would otherwise have to ask.

Have cross-border tax documentation ready. A brand based in the United States will typically ask for IRS Form W-8BEN before the first payment; a brand based elsewhere may ask for its own country's equivalent. Keep whatever your usual international clients need next to a clear EUR rate card by platform and deliverable type.

Price your platforms separately. An Instagram post, a dedicated YouTube video and a Twitch stream integration are three different products with three different rate logics. List them separately rather than quoting one blended number, so a brand can compare like for like against its own benchmark.

List where international brands search. Spanish creators who want brand bookings can create a free creator profile on Collabios, connect a Stripe account for payouts and list services at their own rates. For the deeper breakdown of rate-card structure and negotiation, see how to build a rate card.

To hire Spanish influencers for a first campaign, pick one platform, one creator and one clear deliverable, decide usage rights (where and for how long you may reuse the content) up front, write the brief with the disclosure wording, then send your first booking request on Collabios. You pay in euros at checkout, the creator has 72 hours to accept, and you are refunded in full if they decline or do not answer.

Start small. One test booking shows what a Spanish campaign takes before you plan a bigger one.