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In 2024, the instant messaging application WhatsApp once again positioned itself as the most popular social platform in Colombia, being used by **** percent of internet users over 16 years old. Specifically speaking of social networks, Facebook leads preferences, with **** percent of internet users in the country stating they accessed this platform at least once a month during the indicated year.

Hegemonic Role of Meta

The U.S. conglomerate Meta dominates the digital landscape in Colombia, as it owns four of the five social platforms with the highest number of users in the country. In addition to the already mentioned Facebook and WhatsApp, it also controls Instagram and Messenger. Although TikTok has gained ground in recent years, Mark Zuckerberg’s company continues to lead digital traffic, especially among young people aged 18 to 34 years.

Great Expansion of Its Use

The use and time spent on social networks have experienced a notable increase in Colombia over the last five years, especially since the COVID-19 outbreak. Not surprisingly, during the imposed confinement period, social networks became not only an interesting option for interaction among their users but also for access to information, entertainment, and consumption. Over the years, these digital spaces have adapted to the population’s needs to now offer a wide range of possibilities.