Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Social media usage in Argentina - statistics & facts
Despite the country’s recurring economic turmoil, social networks enjoy a comfortable position in the internet landscape in Argentina. Reaches more than 80 percent of its population, social Argentina constitutes one of the largest markets of the sector in Latin America, with audiences twice as large as the ones from Chile and slightly larger than those of Colombia. Combining the best of both neighbors, Argentina provides similar connectivity quality from the first and dribbles the issues of unequal access from the latter. As its massive public turns social platforms into some of the country’s most visited websites, these products became one of the main propellers of the country’s booming digital advertising sector.
Across major social media markets in Latin America and the Caribbean, the region's digital landscape thrives due to the engagement of its local audience, often regardless of size or social condition. Argentina serves as a prime example of this occurrence. The country's strong online connectivity and large user base have driven the growth of digital platforms and advertising, demonstrating resilience during economic fluctuations, and ultimately highlighting its strategic significance within the local social networking industry.
How do Argentineans use social media?
With over 60 percent of Argentinian online citizens using the internet to stay in touch with each other, messengers are some of the most used types of social platforms in Argentina and in Latin America. Despite the local preference for consuming and interacting with online content, local users stick with close acquaintances, being the most followed types of accounts in Argentina. In contrast, the country's stable and widespread internet connectivity enables video apps and websites to thrive, making them more popular and frequently visited than traditional social networks, elevating platforms like YouTube and TikTok to prominence.What are the main social media in Argentina?
Meta dominates Argentina’s social media landscape as much as it does throughout Latin America, with three of its platforms reaching the most users in Argentina. WhatsApp and Facebook gather more than 30 million users each. WhatsApp is simultaneously the favorite social platform among Argentinean users, and the app where they most spend time on. Meanwhile, Instagram manages to be the most used social platform 1389038 in Argentina, being the second platform of choice and with the second-largest reach among local users. TikTok still has not breached Meta’s stronghold, despite having the third-largest local audience and the longest monthly usage time. Despite having fewer users than Meta’s solutions or its competitors, X (formerly known as Twitter) still ranks among the most popular websites in the country.Social platforms and Argentina’s thriving digital advertising
With Argentina’s stable and balanced internet landscape, social platforms easily turned into one of the most common channels for local users to discover brands, products, and services. With their strong presence and significant user engagement, social networks capitalize on the country’s increasing digital spending, transforming it into one of the fastest-growing digital advertising markets in the world. Despite Argentina’s enduring economic and social challenges, investments in this sector within the country more than doubled from 2022 to 2023.Across major social media markets in Latin America and the Caribbean, the region's digital landscape thrives due to the engagement of its local audience, often regardless of size or social condition. Argentina serves as a prime example of this occurrence. The country's strong online connectivity and large user base have driven the growth of digital platforms and advertising, demonstrating resilience during economic fluctuations, and ultimately highlighting its strategic significance within the local social networking industry.
