Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Get in touch with us nowHow do Argentineans use social media?
Messengers remain the most used type of social platform in Argentina, with most of social primarily motivated to stay in touch with each other. 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. Meanwhile, the country’s stable and omnipresent internet connectivity allows video apps and websites to flourish, making those even more used and visited than more traditional social networks, bringing names like YouTube and TikTok to the limelight.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. Facebook and WhatsApp gather more than 30 million users each, with the first being responsible for more than 90 percent of local social network traffic referrals, as the latter is simultaneously the favorite among Argentinean users, and the app where they most spend time on.Meanwhile, Instagram manages to be the most used social platform 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 second-largest monthly usage time. And 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.
Digital advertising
With Argentina’s stable and balanced internet landscape, social platforms easily turned into one of the most common channels for Argentineans to discover brands, products, and services. Offering established presence and attention among local users, networks capitalized on the growing spendings in digital format and helped turn the country into the second-fastest growing digital advertising market worldwide, seeing investments of more than 25.77 billion Argentine pesos already during the first half of 2022.
