Virality on Social Networks of Spanish Audiovisual Media: Formats and Content

Authors

DOI:

https://doi.org/10.31637/epsir-2025-1437

Keywords:

virality, social media, positive emotions, hashtags, VOD platforms, video, streaming, formats

Abstract

Introduction: The article investigates the virality of social media content in Spanish audiovisual media, focusing on the formats and content that drive interactions. Methodology: The most viral publications of 2023 of the main free-to-air TV channels, cable TV and streaming platforms are analysed, highlighting the use of videos, positive emotions and hashtags to increase visibility. X, Facebook, TikTok, Instagram and YouTube are examined. Results: Video is the dominant format, accounting for 91% of the most viral posts. Positive emotions and content showing acts of kindness are prevalent. Movistar+ and Netflix lead in viral content. Discussions: The research suggests that broadcasters are adapting to new trends by creating short-form video content that resonates with audiences and encourages engagement. There is a difference in content strategies between traditional television and VOD platforms. Conclusions: Broadcasters are shifting their focus towards creating impactful audio-visual content for social networks, raising questions about content attribution and the effectiveness of current digital attribution models.

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Author Biographies

Marcos Gómez-Piñeiro, Complutense University of Madrid

Degree in Social and Cultural Anthropology from the Complutense University of Madrid. MBA in Business and Cultural Institutions from the University of Salamanca. Head of Social Media Analytics at RTVE. Founder of Concepto 05. Sociologist and anthropologist with more than 20 years of experience in digital projects. Digital consultant, researcher and trainer for companies such as Telefónica, Renfe, Renta 4 Banco, Enagás, Institut Français, Cemex, NH Hoteles, etc. Currently, he combines his professional work in RTVE with a PhD in Audiovisual Communication, Advertising and Public Relations at the Complutense University of Madrid.

Juan Manuel Corbacho-Valencia, University of Vigo

Degree in Advertising and Public Relations (1998) and Translation and Interpreting (2000) from the University of Vigo. Professor of the Department of Audiovisual Communication and Advertising of the Faculty of Communication, teaching International Advertising and Public Relations and Protocol. Author of numerous book chapters and articles in indexed journals with a recognized six-year research period. He belongs to the research group SEPCOM (Communication Research for Public Service) and participated in research and teaching innovation projects at national and international level and to the Academ-IA Teaching Innovation Groups: Artificial Intelligences in Education and DIXITAIS. Her main lines of research include digital communication, country branding and sponsorships in the sports field.

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Published

2025-02-05

How to Cite

Gómez-Piñeiro, M., & Corbacho-Valencia, J. M. (2025). Virality on Social Networks of Spanish Audiovisual Media: Formats and Content. European Public & Social Innovation Review, 10, 1–19. https://doi.org/10.31637/epsir-2025-1437

Issue

Vol. 10 (2025)

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Cover articles

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Copyright (c) 2025 Marcos Gómez-Piñeiro, Juan-Manuel Corbacho-Valencia

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