action2alityWith the info account on Tiktok 4.3 million followers, has a new partner: Atresmedia. The company has reached a commercial cooperation agreement with Ac2ality SL, the company behind it. Profile created and piloted by four 26-year-olds from Madrid dedicated to “translating newspapers,” as its founders always said.
In less than three years Act2ality, Most followed news profile in Spain According to a recent report by the Reuters Institute, it is the second most followed information profile on this network and in Europe after the Daily Mail. Internationally, it ranks in the top five above major US media like the Washington Post.
Atresmedia will be responsible for it, according to sources familiar with the deal that El Periódico de España from the Prensa Ibérica group has accessed. Manage Ac2ality ads In addition to sharing on all social networks, especially TikTok, “minority” shareholding so we can “grow and learn” together.
According to the same sources, the collaboration agreement will allow Act2ality to maintain its “independence” and open a door for the audio-visual group that owns La Sexta and Antena 3 to “explore” a new market very similar to that of television. within the scope of market search Beyond traditional advertising. Likewise, the Madrid women’s platform will have greater visibility in traditional media and allow it to grow further “by relying on the communication power of Atresmedia”.
There was already a group behind Ac2ality
Maria Murillo, Gabriela Campbell and Paula Muñoz It is the three most visible facets of Ac2ality. The account posts five short videos, averaging about one minute in length, containing “translated” news every day. As explained in an interview with the newspaper ‘El País’, he is the fourth friend (Daniela Alvarez) who works as an editor. Álvarez checks the press every day and selects “repeated, especially international politics” news. They create scenarios using information published in these traditional media and quote one of the media consulted in the description of each video. “I’m quoting the source that I think my followers will understand better”Paula Muñoz explained it at the Digital Journalism Congress in Huesca.
In addition to the editor, Daniela Álvarez is chairman, CEO and major shareholder. (of four) companies. Specifically, and according to the 2020 accounts deposited in the Commercial Register, Álvarez owns 26.89% of the stake. He was the one who registered the company at the end of 2020, when Wonderland Capital SL, which owns 31.63% of the shares, entered as a partner.
Wonderland Capital is the company of Luis Álvarez. Madrid businessman devoted to the world of entertainment: Caixabank-Príncipe manages the Pío theatre, Abono Teatro (an annual subscription to access shows and cinemas in the Madrid Region at discounted prices), is behind musicals such as: We will Rock You, which made its premiere in the said theater and also has a company for renting real estate. Both Ac2ality SL and most of Luis Álvarez’s companies are registered at the same address. A chalet in Las Rozas.
Ac2ality was founded in the year Capital increase with 264.000 Euro export premium (money contributed by new shareholders that goes directly to the company’s reserves). In other words, the idea was born with enough resources to start rolling before doing business.
Ac2ality’s turnover for the following years is not yet available, but its founder Country that four of them can live with what the account produces. Its income comes from advertisements that were disguised as free information until the publication of that article. Although it is an illegal practice. “We didn’t want to put that in because the algorithm punishes you,” Álvarez said. In other interviews, the young businesswoman said that they also do consulting and other types of collaborations with brands that don’t necessarily have to be in the main account.
Paula Muñoz announced in her speech at the Huesca Congress that they would join a “big group” without saying which one. The operation, which Atresmedia has been working on for months, is part of the company’s policy to diversify its businesses and It takes place in parallel with the acquisition of Waynabox, one of the leading Spanish companies in the segment of surprise and gift trips.
Led by Javier Bardají, the group began operating in the venture capital business in the so called model in 2012. stocking for equitythat he wants his income not to depend too much on advertising. Since then, Atresmedia Invested more than 80 million Euros in more than 30 startupsLike Wallapop or Emagister, in most cases it was sold later, resulting in a high profitability.