Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Social media usage in Colombia - statistics & facts
Colombia ranks as the fifth largest social media market in Latin America, with nearly 28.69 million users, close to the audience size of Argentina. Despite regional differences in its online landscape, the country holds an overall high social media penetration rate, and the number of users expected to increase by another three million by 2027. Colombians have a strong enthusiasm for social media, contributing to the growth of one of the most vibrant and lucrative social advertising industries of the region. Video platforms play a particularly prominent role, highlighting the country’s desire for connection and entertainment.
Colombia exemplifies how a vibrant digital landscape is primarily fueled by the active engagement of its local audience. Despite the country's inconsistent online connectivity, the enthusiasm of its highly interactive user base plays a crucial role in integrating local culture, which in turn supports the growth of digital platforms and advertising. As a result, Colombia holds a strategic place among Latin America and the Caribbean’s major social media markets, a position much more important than the size of its connected population.
How do Colombians use social media?
Despite imbalances in internet penetration throughout the country’s regions, Colombia has one of the third highest social media access rates in Latin America, and one of the highest rates of active users in the Americas. Notably, around 85 percent of Colombians claim to access social networks daily, as the online domains of these platforms figure among the country’s most visited websites. Like most of its neighboring countries, messaging apps are an absolute must in Colombia, as local users primarily employ social media to communicate and keep in touch with each other.What are the most popular social media platforms in Colombia?
Colombia has a relatively balanced social media landscape when compared to its neighbors. Meta continues to dominate this space, with four of its services having the highest usage reach 1323527 in the country. While Facebook leads in terms of number of users, TikTok already has the second-biggest social audience in the country, surpassing Instagram by almost 3 million users in 2023. Despite challenges related to connectivity that affect internet and network penetration in the country, social video remains a crucial component of Colombia's social media landscape. For instance, despite YouTube having the lowest penetration rate among the region’s biggest markets, it ranks among the most visited websites in the country, especially via desktop devices.Colombia’s thriving digital advertising market
Colombia’s heated social media market dictates the rhythm that drives online businesses forward in the country, becoming the central stage for local consumers to search for brand and product information. Alongside video platforms, social media is a key touchpoint for digital advertising. By the end of 2023, more than 744 billion Colombian pesos were invested in social media ads. Colombian influencers benefit significantly from such buzz, attracting an annual investment of almost 117 billion Colombian pesos, almost double than registered in the previous year.The rhythm of Colombia’s music on social platforms
The synergy between social media and Colombia’s culture becomes most evident when music is involved. The rise of digital video and the influence of social platforms have greatly enhanced the reach of the country’s dynamic music industry. Established artists like Shakira and J Balvin, along with emerging talents such as Karol G, all maintain successful social media accounts, truly excelling through YouTube. Among the most viewed YouTube channels in Colombia, all are associated with its most successful artists, who also rank among Latin America’s and worldwide most popular YouTube videos of all time.Colombia exemplifies how a vibrant digital landscape is primarily fueled by the active engagement of its local audience. Despite the country's inconsistent online connectivity, the enthusiasm of its highly interactive user base plays a crucial role in integrating local culture, which in turn supports the growth of digital platforms and advertising. As a result, Colombia holds a strategic place among Latin America and the Caribbean’s major social media markets, a position much more important than the size of its connected population.
