22 2 | PRISA, a global group Activity on social networks saw a huge boost in both the number of followers for the accounts on all major plat-forms (more than 16 million on Facebook, Twitter, Insta-gram and YouTube) as well as in traffic and readers. The commitment to video and new formats in this environ-ment and live broadcasts of the big events of the year (US elections, general elections in Spain, terror attacks in Brussels and Nice, and the Olympic Games) placed El País at the very center of the global news conversation, confirming the relevance of the brand as a priority source of news and information for users of social media. In February 2016, Google began to display in mobile search results those websites that have AMP enabled (the new Accelerated Mobile Pages system). This format, which quadruples download speeds is a clear commit-ment to enabling users to access content from mobile devices and tablets. Mobile access has been growing year after year (up 47% in 2015). Google has already 38 major international media on board, with El País being the only media outlet in Spanish to be behind the initiative. Growth in visits has been exponential since its launch: El País traffic from AMP format search engines rose from 0.65% in April 2016 to 11.44% in November, accounting for more than half of all mobile SEO traffic (19.59% in November 2016 compared to 26.38% from PC). On social media, traffic via the Instant Articles format has continued to grow since its inception in April 2016. This growth is in line with our social media strategy, which is also committed to video format within Facebook. Video has continued to consolidate its position as one of the essential El País formats. In 2016, there has been con-siderable progress in content production, with a monthly El País Video TV set
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