Daniel Slotta
Research expert covering Greater China
Social media usage in Colombia - statistics & facts
Colombia is one of the largest social media markets in Latin America. Despite regional differences in its online landscape, the country holds a high social media penetration rate, with over 32 million users as of 2026 and growth expected to continue toward nearly 38 million by 2029. Colombians have a strong enthusiasm for social media, contributing to one of the most vibrant and lucrative social advertising industries in the region. Video platforms play a particularly prominent role, highlighting the country's desire for connection and entertainment.
Messaging apps and daily engagement
Despite imbalances in internet penetration throughout the country's regions, Colombia maintains a social media penetration rate above 70 percent, putting it on par with Brazil among the region's most connected populations. Like most of its neighboring countries, messaging apps are essential in Colombia. WhatsApp alone reaches over 92 percent of internet users, and local users primarily employ social media to communicate and keep in touch with each other.
WhatsApp on top, TikTok on the rise
Colombia has a relatively balanced social media landscape when compared to its neighbors. Meta continues to dominate this space, with three of its services ranking among the top four by usage reach. While Facebook leads in total number of users, TikTok holds the second-biggest social audience in the country. Despite challenges related to connectivity, social video remains crucial. 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.
A digital advertising market picking up speed
Colombia's active social media market has become the central stage for local consumers to search for brand and product information. In 2025, digital channels are projected to account for half of all ad expenditure in the country, with social media ad revenues expected to grow by over 35 percent. Colombian influencers continue to attract growing investment, reflecting the platform's role as a core advertising channel.
Where Colombian music meets global audiences
The synergy between social media and Colombia's culture becomes most evident when music is involved. Karol G now leads the most viewed YouTube channels in Colombia, surpassing J Balvin, and both artists rank among Latin America's most popular YouTube videos of all time.
Colombia exemplifies how a vibrant digital landscape is fueled by active user engagement. As digital advertising surpasses traditional spending and social platforms deepen their cultural influence, Colombia's strategic position among Latin America's major social media markets looks set to grow well beyond the size of its connected population.
