We Are Social and Meltwater presented the updated report on social media statistics in Argentina Digital 2025. We will discuss the data recorded on the digital situation in Argentina in 2024-2025.
Use of mobile phones, Internet and social media networks
A total of 64.7 million mobile cellular connections were active in Argentina at the beginning of 2025, representing 141% of the total population. However, it should be noted that some of these connections may only include services such as voice and SMS, and some may not include internet access.
There were 41.2 million individuals using the internet in Argentina at the beginning of 2025, when online penetration was 90.1%.
Argentina was home to 32.2 million social media user identities in January 2025, which is equivalent to 70.3% of the total population.
General summary of Internet use in Argentina
At the time of writing the report, the latest available data indicated that there were 41.2 million internet users in Argentina in January 2025.
This means that the internet penetration rate in Argentina stood at 90.1% of the total population at the beginning of the year.
Meanwhile, Kepios’ analysis indicates that the number of internet users in Argentina increased by 542,000 (+1.3%) between January 2024 and January 2025.
To add perspective, the Internet adoption rate in Argentina (i.e., the percentage of the total population using the Internet) increased by a relative 1% (+88 basis points) during the same period.
Use of social media in Argentina
DataReportal figures show that in January 2025 there were 32.2 million active social media users in Argentina.
In perspective, this figure was equivalent to 70.3% of the total population of Argentina at the beginning of 2025.
Kepios’ analysis shows that social media user identities in Argentina increased by 900,000 (+2.9%) between early 2024 and early 2025.
Turning our attention back to user demographics, data published in the ad planning tools of major social media platforms indicates that there were 29.1 million users over the age of 18 using social media in Argentina at the beginning of 2025, which was equivalent to 85.5% of the total population aged 18 and over.
Most used Social Media Platforms in Argentina
WhatsApp (93% of internet users) remains the most used platform in Argentina, among people aged 16 to 64.
TikTok continues to grow among the most used platforms, although it is still not close to the top 3. It ranks as the fourth most used platform (58.4%).
Facebook audience statistics
Data published in Meta’s advertising resources indicates that Facebook had 29.1 million users in Argentina at the beginning of 2025.
However, Meta has made significant changes to how its advertising resources report audience data in recent months – including making significant revisions to published audience data – so the figures shown here may not be directly comparable to those published in previous reports.
Figures published in Meta’s own tools indicate that the potential reach of Facebook ads in Argentina increased by 300,000 (+1%) between January 2024 and January 2025.
For a more recent context, the same data shows that the number of users that marketers could reach with Facebook ads in Argentina increased by 400,000 (+1.4%) in the three months between October 2024 and January 2025.
Instagram audience statistics
The numbers published in Meta’s advertising tools indicate that Instagram had 28.9 million users in Argentina at the beginning of 2025.
The company’s regularly reviewed figures suggest that Instagram’s ad reach in Argentina was equivalent to 63.1% of the total population at the beginning of the year.
However, Meta only allows people over the age of 13 to use Instagram, so it is also worth noting that 76.8% of the “eligible” audience in Argentina used Instagram at the time of the report’s production.
Data published in Meta’s planning tools shows that the potential reach of Instagram ads in Argentina increased by 1.05 million (+3.8%) between January 2024 and January 2025.
Quarterly, the company’s data also reveals that the size of Instagram’s ad audience in Argentina increased by 650,000 (+2.3%) between October 2024 and January 2025.
TikTok audience statistics
Figures published in TikTok’s advertising resources indicate that at the beginning of 2025 there were 24.4 million users over the age of 18 in Argentina.
TikTok allows marketers to target TikTok ads to users over the age of 13 through its advertising tools, but these tools only show audience data for users over the age of 18.
TikTok’s figures indicate that TikTok ads reached 71.8% of all adults over 18 years of age in Argentina by early 2025.
Data published in TikTok’s own advertising planning tools shows that TikTok’s potential advertising reach in Argentina increased by 3.12 million (+14.7%) between early 2024 and early 2025.
Meanwhile, the figures indicate that the potential reach of ads on TikTok in Argentina increased by 1.07 million (+4.6%) between October 2024 and January 2025.
LinkedIn audience statistics
Data published in LinkedIn’s planning tools shows that the potential reach of LinkedIn ads in Argentina increased by 2 million (+15.4%) between the beginning of 2025 and the beginning of 2026.
Quarterly, the company’s data reveals that the audience size for LinkedIn ads in Argentina remained the same between October 2024 and January 2025.
X (Twitter) audience statistics
Data published in X’s own advertising planning tools shows that X’s potential advertising reach in Argentina decreased by 1.21 million (-14.3%) between early 2024 and early 2025.
Meanwhile, the same data shows that the number of users marketers could reach with ads on X in Argentina decreased by 347,000 (-4.6%) between October 2024 and January 2025.
However, it should be noted that the figures published in X’s planning tools are subject to significant fluctuations – even over short periods of time – and these anomalies can affect the reliability and representativeness of these change figures.
Digital Advertising Spending
Spending on digital advertising increased by 9.5% in the last year. This equates to more than $150 million USD.
Of the total $1.74 trillion USD invested in digital advertising in 2024, the following is shown:
– $668 million USD was allocated to search engine campaigns.
– $423 million USD was spent on video advertising, while $394 million was spent on banner ads.
– $76 million USD was invested in influencer marketing.
– $38.2 million USD was spent on classified ads.
Source: Digital.
These statistics clearly demonstrate the importance of continuing to rely on a digital strategy agency for the development of any company in today’s world.
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