- Vetted creators
- Disclosure in every contract
- UGC and social shops
Creators · UGC · Social commerce · Royal Decree 444/2024
Influencer marketing agency in Spain: creators, UGC and social commerce, run transparently
As an influencer marketing agency based in Mallorca, we run creators as a media channel: selection on audience fit, written usage rights, ads from the creator's handle and social shops, with every partnership disclosed.
Personal reply, No obligation, English, Español
What it is
Influencers, UGC and social commerce: three different tools
In an influencer campaign, you pay a creator to talk about your brand on their own profile, to their own audience. UGC (user-generated content, in practice filmed by hired UGC creators) means natural-looking videos and photos your brand uses on its own channels and in ads. Social commerce brings that content closer to the sale, with tagged products and, on some platforms, a shop inside the app. A good influencer marketing agency knows when each one fits.
They work best together: influencers bring reach and trust, UGC feeds paid social with fresh assets, and the social shop captures the demand. Creators are among the most dynamic areas of Spain's digital market, as we explain in the future of digital marketing, and everything is coordinated with your social media management.
In depth
How we choose creators
We choose creators for audience fit, not follower counts. We check the country and language of their audience, how it genuinely engages, the quality of their content and whether past partnerships were disclosed.
We combine Mallorca creators with others in your customers' markets, such as the UK, Germany or the Nordics: for a hotel or travel business, the person who inspires the trip usually lives where the traveller does. We rule out profiles showing:
- Sudden follower spikes with no visible reason.
- Generic or repeated comments, or comments from empty accounts.
- An audience in countries or languages you don't sell to.
- Undisclosed advertising in previous partnerships.
In depth
Spain's influencer rules: Royal Decree 444/2024, the code and disclosure
In Spain, every paid partnership must be identified as advertising, whatever the creator's size. Spain's information society law (LSSI) requires commercial communications to be clearly identifiable, and the EU Digital Services Act requires platforms to label ads and show who paid.
Royal Decree 444/2024, in force since 2 May 2024, also regulates “users of special relevance”: creators who combine at least €300,000 a year in income from video-platform activity, one million followers on one platform (or two million combined) and 24 videos a year. They must register, identify advertising, protect minors and respect advertising restrictions such as those on tobacco and alcohol, which a winery or gourmet brand should check before choosing a creator.
On top of this comes Spain's influencer advertising code, from AUTOCONTROL, the Spanish Advertisers Association (AEA) and IAB Spain. The version applicable since 1 October 2025 asks for advertising to be identifiable from the start, adds criteria for AI-generated content and for minors, and makes brands and agencies share responsibility.
So disclosure goes into every contract: #publi, the tag used in Spain, or the paid-partnership label, visible from the start. UGC is never presented as customer opinion: in July 2026 Google added a rule against fake and undisclosed incentivised reviews to its review snippet guidelines, the same standard we apply in online reputation management.
In depth
Contracts, usage rights and whitelisting
A solid contract sets deliverables, deadlines, disclosure and approvals. Above all, it puts usage rights in writing (channels, countries, duration and whether the content can run as an ad), along with exclusivity and what may be generated with AI. Without those rights, a video that performs cannot move into a campaign.
Whitelisting is the permission a creator gives your brand to advertise from their handle: the ad appears under their name, while targeting, budget and measurement are managed from your ad account. In 2026, Meta offers this as partnership ads and TikTok as Spark Ads. Access is granted through each platform's authorisations, never by sharing passwords.
These ads, labelled as advertising, are planned with your paid social. Measurement relies on analytics and tracking, and bigger shoots move to video production.
In depth
Social commerce: TikTok Shop, Instagram and social search
Social commerce means selling where the content is watched: the product is tagged in the video and its page is one tap away. TikTok Shop launched in Spain on 9 December 2024, its first market in continental Europe, and Instagram's shopping features let you tag products from your catalogue.
We set it up on three fronts: catalogue and shop, synced with your stock alongside marketplaces and retail media; product-tagged content and live selling where the platform allows; and social search, with titles and subtitles written the way your customers search. It suits a consumer brand or online shop whose products are easy to grasp on video.
What's included
What our creator service includes
Strategy and brief
Goal, audiences, messages and what creators can say.
Selection and vetting
A shortlist with audience data and risk signals checked.
Contracts and compliance
Deliverables, deadlines, #publi, usage rights, AI use and exclusivity.
UGC production
Scripts, hooks and variations per format and language, reviewed before going live.
Creator ads
Whitelisting, partnership ads and Spark Ads from the creator's handle.
Social commerce
TikTok Shop and Instagram shopping, with a synced catalogue and tagged products.
Measurement and reporting
Results per creator and piece, plus next steps.
How we work
How we run a creator campaign, step by step
Phase 01 / 04
Goal and brief
What you want to achieve, for which audience and in which languages.
Phase 02 / 04
Selection and vetting
A vetted creator proposal, agreed with you.
Phase 03 / 04
Contract and production
Written agreements, scripts and review of every piece.
Phase 04 / 04
Publishing, ads and measurement
Disclosed publishing, ads from the creator's handle and a clear read of results.
The SERMAN approach
Why work with creators through SERMAN
The law, written into the contract
Disclosure, usage rights and AI use in writing.
Local and international
Creators in Mallorca and your customers' markets, briefed in English and Spanish.
From post to ad to shop
What works moves into your campaigns and your social shop.
What it is not
What this service isn't
- We don't run paid partnerships without disclosing them as advertising.
- We don't work with profiles built on bought followers or inflated audiences.
- We don't present UGC as customer reviews or testimonials.
- We don't guarantee sales, reach or virality: we measure and repeat what works.
What we measure
How we measure a creator campaign
Qualified reach
Views and reach among the audiences and countries that matter to you.
Content quality
Retention, saves, shares and comments per piece and creator.
Ad performance
CTR, cost per result and fatigue when UGC or partnership ads run in campaigns.
Sales and assisted conversions
Social shop orders, sales, bookings or enquiries tracked with tagged links and unique codes; with enough volume, incrementality tests.
Tools & platforms
Tools we work with
- Meta Business Suite
- Meta Commerce Manager
- TikTok One
- TikTok Shop Seller Center
- HypeAuditor
- Modash
- Frame.io
- CapCut
- Google Analytics 4
- Looker Studio
Who it's for
A particularly good fit if…
- You run a fashion, beauty, food or wellness brand, or an online shop.
- You run a hotel, restaurant or experience business targeting travellers.
- You're launching an app, software or product and need video for ads.
- You want to test TikTok Shop or need frequent creator content without big shoots.
Compliance
Rules we apply to every partnership
General information; not a substitute for legal advice.
Royal Decree 444/2024
The “users of special relevance” regime for creators who meet the income, follower and annual video thresholds at once.
Identifiable advertising
#publi or the platform's label on every paid partnership (LSSI, Article 20), visible from the start as the influencer advertising code asks, and the advertiser shown on ads (DSA).
AI-generated content
Article 50 of the EU AI Act, applicable since 2 August 2026, requires deepfakes to be disclosed as such.
Industries
Where we apply it
Consumer Brands & DTC Ecommerce
Ecommerce marketing for fashion, beauty, home and lifestyle brands: AI-visible products, creative, marketplaces, creators and repeat purchase.
Food, Wine & Gourmet Brands
Provenance-led branding, international SEO, DTC shops, marketplaces and AI visibility for wineries, olive oil producers and food and drink brands.
FAQ
Frequently asked questions
What does an influencer marketing agency do?
It sets the goal, selects and vets creators, prepares contracts, coordinates production, amplifies what works with ads and measures results, with every partnership disclosed as advertising.
What is UGC and what is it for?
Natural-looking videos and photos filmed by UGC creators for your brand's social media, website and ads. It gives you plenty of creative to test and shows your product up close. It is advertising made by creators, not customer reviews.
What are the legal obligations for influencers in Spain?
All of them must clearly disclose advertising. Those who meet all the Royal Decree 444/2024 thresholds must also register, protect minors and respect advertising restrictions. For specific cases, take legal advice.
How should influencer advertising be disclosed in Spain?
With the platform's paid-partnership label or a clear mention such as #publi. The LSSI requires every commercial communication to be clearly identifiable, and the code applicable since 1 October 2025 asks for that from the first moment.
How do I sell on TikTok Shop in Spain?
TikTok Shop has operated in Spain since 9 December 2024. You register as a seller, sync the catalogue with your stock and keep up a steady flow of product-tagged content and creators. TikTok sets the requirements and they change, so we review them with you first.
Can AI-generated content be used in creator campaigns?
Yes, with conditions. The code applicable since 1 October 2025 includes criteria for AI-generated content, and Article 50 of the EU AI Act has required deepfakes to be disclosed since 2 August 2026. If a creator's image or voice is recreated, we ask for their written consent. More in our guide to AI in advertising.
Related services
Pairs well with
Social Media Management
Strategy, content and community in English and Spanish, built to be found inside each platform and to turn followers into customers.
Paid Social Advertising
Meta, TikTok, LinkedIn and Pinterest campaigns where creative does the targeting, built on clean signals and ad accounts you own.
AI Creative Studio: Motion, 3D & Performance Creative
Studio-grade motion design, 3D and AI ad-variant systems governed by your brand: built for testing, with clear rights and files you own.
Amazon, Marketplaces & Retail Media
Merchant Center feeds, Amazon and retail media run as one system: reliable product data, sponsored ads and incrementality-led measurement.
Online Reputation Management
Reviews, comments and AI answers under control: monitoring, human-approved replies and a crisis protocol, always within platform rules.
Contact
Let's plan your creator programme
Tell us your goal and we'll suggest the approach, the creators and how we'd measure it.
Personal reply, No obligation, English, Español
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