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2026 Report: Digital Marketing in Argentine SMEs

¿Cuánto invierten las PyMEs argentinas en marketing digital?

How much do Argentine SMEs invest in digital marketing? Which channels do they use? What results are they achieving? And how are they incorporating artificial intelligence into their marketing strategies?

By Cesar Fernandez | Director, Way2net Digital Marketing Agency | August 2026

Table of contents

Key Digital Marketing Data from Argentine SMEs in 2026

IndicatorResult
Companies surveyed187
Average monthly investmentUSD 1,847
Median monthly investmentUSD 780
Use Meta Ads73%
Use Google Ads61%
Use SEO44%
Do not clearly measure ROI46%
Use generative AI64%
Plan to increase SEO investment42%
Plan to increase GEO investment22%

When you ask an SME how much it spends on digital marketing, the first response is often silence. Then comes a number that usually underestimates the real investment, because nobody adds up the email platform, design tools, community manager hours, and the Meta campaign that has been running for three months without being reviewed.

This disconnect between what companies think they invest and what they actually spend was the starting point for this study.

At Way2net, we have been working with Argentine SMEs for more than 15 years, and one of the most common conversations during initial meetings with new clients is precisely this: “I don’t really know how much we’re spending on marketing, and I’m not sure whether it’s working.”

Between February and July 2026, we surveyed 187 SMEs from different industries and company sizes to understand how much they actually invest in digital marketing, which channels receive most of their budget, what results they perceive, and what their main obstacles are.

¿Cuánto invierten las PyMEs argentinas en marketing digital?

The results confirm some common assumptions while challenging others.

7 Key Findings from the Study

  1. The median monthly digital marketing investment among surveyed SMEs is USD 780.
  2. Meta Ads is the most widely adopted channel.
  3. Google Ads remains essential for capturing existing demand.
  4. SEO has lower adoption but a stronger perception of long-term ROI.
  5. Almost half of companies do not properly measure their return on investment.
  6. Generative AI is already being incorporated into marketing teams.
  7. GEO is beginning to emerge as a new area of investment.

Methodology

The research was conducted through semi-structured interviews and an online questionnaire distributed among Way2net’s active and former clients, as well as through a network of business contacts.

The resulting sample is not representative of the entire Argentine SME sector. It is biased toward companies that already have some level of digital presence and have generally already decided to invest in digital channels.

This is important when interpreting the figures: companies that have not yet invested anything in digital marketing are not represented in the sample.

Sixty-three percent of participants are located in the Buenos Aires metropolitan area. The remainder are distributed across Córdoba (11%), Rosario (8%), and other provinces.

In terms of company size, 48% have between 5 and 25 employees, 34% between 26 and 100, and the remaining 18% have more than 100 employees, although this last group is at the upper limit of what is commonly considered an SME.

The most represented industries were professional services (22%), technology and software (18%), retail and commerce (16%), hospitality and gastronomy (13%), healthcare (11%), and education (9%).

How Much Do Argentine SMEs Invest?

The average monthly digital marketing investment among the surveyed SMEs is USD 1,847.

However, this number only makes sense when looking at the distribution, because the average is influenced by a relatively small group of companies with significantly larger budgets.

The median is USD 780, which provides a more representative picture of what the “middle” company in the sample invests.

The complete distribution reveals four distinct investment groups:

  • Minimal investment — less than USD 800/month: 19% of respondents. This generally corresponds to very small companies or businesses with an early-stage digital presence. Spending is concentrated on a single platform, usually Meta.
  • Basic investment — USD 800 to USD 2,000/month: 31%. This is the largest segment. These companies typically run Meta or Google Ads campaigns but have little or no investment in SEO, GEO, or an integrated marketing strategy.
  • Medium investment — USD 2,000 to USD 3,500/month: 28%. Multichannel activity starts to become more common, combining paid advertising with SEO or social media management.
  • High investment — more than USD 3,500/month: 22%. These companies generally operate in highly competitive industries or have larger teams. They either work with an agency or have at least one internal marketing professional.

One particularly interesting finding is that 10% of respondents invest more than USD 5,000 per month in digital marketing.

These are not necessarily large corporations. They include SMEs operating in highly competitive industries such as fintech, B2B software, construction materials, and premium tourism, where the value of a new customer can justify a significant investment or where digital has become one of their main sources of new business.

“We started by spending USD 400 a month on Meta and thought that was a lot. When we calculated what a new customer was worth, we realized that ten new customers a month would pay for that investment within the first week.”

— Sales Manager, SaaS company, Buenos Aires

Which Digital Marketing Channels Are Argentine SMEs Using?

The most widely adopted channel is Meta Ads (Facebook and Instagram), used by 73% of respondents.

It is followed by Google Ads at 61%.

Organic SEO ranks third, with 44% adoption, while email marketing —which was significantly more relevant five years ago— ranks fourth at 29%.

The adoption of GEO strategies, focused on improving visibility in AI-powered search and answer engines, is still at an early stage.

Among companies using multiple channels, the average budget distribution is:

  • Google Ads: 36%
  • Meta Ads: 31%
  • SEO and content: 19%
  • Web design and development: 8%
  • Email marketing and automation: 6%

What stands out is not necessarily which channel receives the largest budget, but the gap between investment and perceived return.

In open-ended responses, SEO was frequently identified as the channel with the best long-term ROI among companies that work on it consistently —yet it remains the third most widely adopted channel.

The most common explanation was simple:

“It takes time to see results, and we don’t have the patience for it.”

Google Ads can generate results quickly, but customer acquisition costs tend to increase over time. Companies that have been running Ads for more than 18 months without investing in SEO show, on average, a 40% higher cost per lead (CPL) than companies combining both channels.

The Specific Case of Meta Ads

Meta remains the entry point for most Argentine SMEs for two very practical reasons: the barrier to entry is low, and interest-based targeting makes it possible to reach reasonably relevant audiences without a complex technical infrastructure.

However, 54% of companies using Meta acknowledge that they have not properly configured their tracking pixel or do not have reliable conversion data.

They are investing —sometimes several thousand dollars per month— without knowing whether sales are actually coming from that investment or from another source.

This is one of the most common structural problems among SMEs: platforms make it extremely easy to start advertising, but that simplicity can lead companies to overlook basic measurement and tracking.

Without reliable conversion data, optimization is essentially done blind.

Differences by Industry: Not All Businesses Are the Same

Technology and software, together with construction materials, lead in average investment at USD 2,340 per month and in SEO adoption at 68%.

This makes sense: these companies tend to understand the channel, their customers actively search for their solutions on Google, and the value of a contract justifies sustained investment in organic visibility.

Professional services —including accounting firms, law firms, and consultancies— show the strongest year-over-year growth, with average budgets up 47% compared with 2025.

The explanation is straightforward: after the pandemic, these professionals increasingly understood the importance of online reputation, while competition on Google became more intense.

At the opposite end, gastronomy has the lowest average budget at USD 420 per month and the highest concentration in a single channel, Meta.

This does not necessarily mean that the investment is inefficient. In gastronomy, Instagram continues to have a major influence on the decision to visit a restaurant or venue. Rather, the business model leaves less room to experiment with multiple channels.

An interesting finding is that retail has the highest adoption of Meta Ads at 83%, but also some of the lowest satisfaction levels with results.

Competition for consumer products on Meta is intense, CPMs increased significantly during 2025–2026, and the algorithm increasingly favors accounts with large volumes of conversion data —which are generally the larger companies.

The ROI Problem: Who Measures It and Who Doesn’t?

Forty-six percent of respondents acknowledge that they do not have clear metrics for measuring their digital marketing ROI.

This does not necessarily mean their results are poor. In many cases, the business is growing, but attribution is not properly configured to determine how much of that growth comes from digital channels.

Among companies that do measure ROI, the reported averages are:

  • Google Ads (SEM): 2.9x during the first year
  • Organic SEO: 1.6x during the first year and 4.2x by the third year
  • Meta Ads: 2.1x, with significant variation between companies

The difference between SEO’s first and third year is particularly relevant.

The channel tends to generate a lower return during the first year and a substantially higher return over time because the content and authority built through SEO can continue generating traffic without requiring an equivalent increase in media spend.

However, this data should also be interpreted carefully.

Companies that measure ROI correctly tend to have a higher level of digital maturity. Therefore, the figures may be subject to selection bias: companies that measure their results may be more likely to do so because they are already achieving positive outcomes.

Inflation and the Exchange Rate: Permanent Distortions

Sixty-seven percent of respondents identify exchange-rate volatility as the main obstacle to planning digital marketing investment.

This is not a minor issue.

Advertising platforms charge in US dollars, while many Argentine businesses generate revenue in Argentine pesos. When the exchange rate changes, a budget that covered USD 1,000 the previous month may no longer provide the same level of investment.

This creates a very Argentine behavior: 38% of surveyed SMEs adjust their marketing budget every month depending on exchange-rate conditions, rather than maintaining a stable investment.

The problem is that advertising platforms need consistency to optimize.

An account that constantly increases and decreases its budget may never complete the learning phase and therefore may never reach its full potential.

Companies that manage this constraint more effectively tend to be those that have dollarized their pricing or operate in businesses where revenue is linked to the dollar, such as real estate, or those that rely more heavily on channels that do not require continuous media spending, such as organic SEO.

“We decided to keep our Google Ads investment stable in dollars, even if that sometimes means adjusting other areas. The alternative —constantly increasing and decreasing the budget— is worse. We lose the position we have built and then it becomes more expensive to recover it.”

— Marketing Manager, financial services company, Buenos Aires

What Do the Best-Performing SMEs Do Differently?

Among companies investing more than USD 2,000 per month and reporting satisfactory results, several consistent patterns emerge.

They measure from the beginning

Before launching campaigns, they have conversion tracking configured.

They do not start advertising and only later try to understand what worked.

Meta’s tracking pixel, Google Ads tags, and Google Analytics 4 are properly connected from day one.

They combine paid media with SEO

Seventy-nine percent of this group works simultaneously with paid advertising and SEO, compared with 31% of the rest of the sample.

They do not necessarily do this because of theoretical sophistication. Rather, they have learned from experience that when paid campaigns stop —because of budget constraints, account suspensions, or other issues— organic traffic can continue generating opportunities.

They work with stable providers

Only 12% of this group changed agencies or freelancers during the previous 12 months, compared with 34% among lower-investment companies.

Constantly changing providers means repeatedly starting from zero in terms of business knowledge.

Digital marketing requires accumulated learning to improve performance over time.

They have an internal person responsible for the channel

This does not necessarily mean having a full marketing team.

However, there is usually someone inside the company who reviews reports, has access to the accounts, and acts as the main point of contact with the agency.

Companies where “the agency handles all the marketing and nobody internally supervises it” are more vulnerable to inefficient investment.

They plan by quarters, not months

Instead of deciding the marketing budget month by month based on immediate business performance, these companies plan quarterly and maintain their investment even when a particular month is weaker.

They understand that digital marketing works through accumulated learning and optimization: weaker months are part of the process and are not necessarily evidence that a channel does not work.

¿Cuánto invierten las PyMEs argentinas en marketing digital en 2026?

The Most Common Mistakes Among SMEs That Invest but Don’t See Results

Beyond measurement problems, several recurring mistakes emerged among companies reporting weaker results.

Investing in paid advertising without fixing the website

Forty-one percent of companies spending more than USD 500 per month on Google Ads have websites that do not pass Google’s Core Web Vitals.

In other words, they have issues related to mobile loading speed, interactivity, or visual stability.

Sending paid traffic to a slow website is like filling a bucket with holes.

Not having dedicated landing pages

Fifty-seven percent of companies running Ads send traffic to their homepage instead of a conversion-focused landing page.

A homepage is designed to provide general context about a company. It is not necessarily designed to convert a specific search intent into a lead or sale.

Using Meta to sell directly when the product requires education

Some products and services require potential customers to understand why they need them before considering a purchase.

Meta can be effective for generating awareness and capturing demand, but it is not always the best channel for latent demand that needs to be educated.

In these cases, content SEO and Google Search Ads can often be more appropriate.

Not investing in creative assets

Meta campaigns depend heavily on the quality of graphic and video content.

Forty-eight percent of respondents acknowledge using generic creatives or failing to refresh them for more than three months.

The algorithm rewards novelty: when the same creative stops generating engagement, audience response declines and CPMs can increase.

Sixty-one percent of respondents plan to maintain or increase their digital marketing budget during the second half of 2026.

Twenty-four percent plan to maintain their current budget, while only 15% expect to reduce it.

The channels expected to see the strongest growth are:

  • SEO: 42% plan to increase investment.
  • Short-form video for social media: 38%.
  • GEO —optimization for AI-powered search and answer engines such as ChatGPT and Google AI Overviews: 22%.

The last figure is particularly significant because, only 12 months ago, very few Argentine SMEs were familiar with the concept of GEO.

Artificial intelligence is changing not only how people search for information, but also how companies create content.

Sixty-four percent of respondents already use some form of generative AI to produce marketing content.

However, AI usage does not automatically translate into better content.

Mass-produced AI content without editorial review can have the opposite effect, creating generic, low-value material that fails to demonstrate expertise or satisfy users’ needs.

Conclusions and Recommendations

The findings of this study point to several clear conclusions for Argentine SMEs looking to invest more effectively in digital marketing.

The median investment is around USD 780 per month, but this number only makes sense when accompanied by proper measurement. Without conversion tracking, any investment is effectively spending with an unknown return.

SEO remains one of the channels with the strongest long-term economics, but it requires consistency and time. SMEs that started investing in SEO two or three years ago are now seeing results that companies postponing the channel cannot reproduce overnight.

Inflation and exchange-rate volatility are genuine obstacles, but companies that manage them best tend to be those that planned their investment in dollar terms from the beginning and maintained consistency despite economic uncertainty.

And the most widespread problem is not necessarily budget.

It is the lack of measurement.

A smaller budget that is properly measured and optimized can outperform a larger budget managed without reliable data.

If you want to evaluate how your company compares with these benchmarks, we can provide a free digital marketing assessment.

Frequently Asked Questions About Digital Marketing Investment for SMEs

How much should an Argentine SME invest in digital marketing?

There is no universal budget. In Way2net’s study of 187 Argentine SMEs, the median monthly digital marketing investment was USD 780, while the average reached USD 1,847.
The appropriate budget depends on the industry, competitive environment, sales cycle, customer value, and business objectives.
For paid advertising and SEO, the key is to have enough budget to sustain the strategy and measure its results.

Which digital marketing channel works best for SMEs?

It depends on the industry, sales cycle, and whether the product already has existing demand or needs to be created.
If customers actively search for what you sell, Google Ads and SEO can be a particularly effective combination.
If the product needs to be visually demonstrated or the audience does not yet know they need it, Meta Ads can work well as an awareness and demand-generation channel.
For most businesses, however, a combination of channels is more effective than relying on a single platform.

How long does it take to see an ROI from digital marketing?

The timeline varies depending on the website’s starting point, competition, search demand, and type of strategy.
Paid campaigns can generate data and conversions relatively quickly, while SEO generally requires sustained investment to build authority and organic visibility.
Google Ads and Meta Ads can begin generating results during the first month, although meaningful optimization generally takes between 60 and 90 days.
This is why a combination of paid media and SEO can be particularly effective: paid advertising generates faster results while organic visibility develops over time.

Should an SME hire a digital marketing agency or manage everything in-house?

t depends on the company’s workload, campaign complexity, budget, and internal capabilities.
An agency provides access to specialized professionals without requiring the company to hire every role individually. An internal team may make more sense once there is enough volume, budget, and operational complexity to justify a dedicated marketing department.
For many SMEs, working with an agency can be more efficient until the volume of work justifies building a full internal team.

How can I tell whether my digital marketing agency is doing a good job?

The basic KPIs to review every month include:
– Cost per lead or cost per sale.
– Traffic conversion rate.
– Google rankings for strategic keywords.
– Organic traffic as a percentage of total traffic.
– Leads and sales generated by each channel.

If your agency does not clearly report these metrics in context —rather than simply providing screenshots from Analytics— that should be a warning sign.

How much do Argentine SMEs invest in digital marketing?

According to Way2net’s 2026 study of 187 Argentine SMEs, the median monthly digital marketing investment was USD 780, while the average reached USD 1,847.

Which digital marketing channels are most widely used by Argentine SMEs?

In Way2net’s sample, Meta Ads was used by 73% of companies, Google Ads by 61%, and SEO by 44%.

How many SMEs use artificial intelligence in marketing?

Sixty-four percent of the companies surveyed reported using generative artificial intelligence tools for marketing-related activities.

About the Author

Cesar Fernandez is the founder and director of Way2net, a digital marketing agency with more than 15 years of experience operating in Argentina, the United States, and Latin America.

He has managed more than USD 95 million in digital advertising investment and has worked with companies across industries including software, fintech, retail, healthcare, construction, and tourism.

He writes about digital strategy, SEO, AI visibility, and marketing trends in Argentina and Latin America.O y tendencias del mercado argentino.

Medical SEO: The Complete Guide to Growing Healthcare Visibility Online

medical seo strategy for healthcare websites

Introduction

Medical SEO has become an essential growth driver for healthcare providers in a digital-first environment where patients rely heavily on search engines to make decisions. Whether they are researching symptoms, comparing treatments, or looking for nearby specialists, the majority of healthcare journeys now begin online.

For clinics, hospitals, and private practices, this shift represents both a challenge and an opportunity. Without a strong medical SEO strategy, even highly qualified providers risk losing visibility to competitors who invest in digital presence. On the other hand, those who prioritize SEO can attract highly qualified traffic, build trust at scale, and convert online searches into real patient appointments.

Unlike other industries, healthcare requires a higher standard of content quality, accuracy, and authority. This makes medical SEO not just a marketing tactic, but a long-term investment in credibility and patient relationships.

What is Medical SEO?

Medical SEO is the process of optimizing healthcare-related websites to improve their visibility in search engines like Google. It combines technical optimization, content strategy, and authority building to ensure that medical providers appear in relevant search results.

This includes:

  • Optimizing service pages (e.g., cardiology, dermatology)
  • Creating educational content for patients
  • Improving website performance and usability
  • Enhancing local search presence

The ultimate goal is to connect healthcare providers with users who are actively searching for medical information or services.

Why Medical SEO is Critical for Healthcare Providers

The healthcare industry has undergone a massive digital transformation. Patients are no longer passive recipients of care—they are informed consumers who research extensively before choosing a provider.

  • Most patients search online before booking an appointment
  • Mobile searches dominate healthcare queries
  • “Near me” searches continue to grow rapidly

Business impact:

A strong medical SEO strategy delivers:

Long-term, compounding growth

Higher patient acquisition through organic channels

Reduced dependency on paid advertising

Stronger brand authority and trust

Key benefits of medical SEO:

  • Increased visibility: Reach patients actively searching for care
  • Qualified traffic: Attract users with real intent
  • Higher credibility: Build trust through authoritative content
  • Sustainable growth: Reduce reliance on paid advertising

Studies show that most users don’t go beyond the first page of search results, making SEO essential for discovery.

What Makes Healthcare SEO services Different?

Understanding Google’s YMYL and E-E-A-T in Medical SEO

Healthcare websites fall under Google’s Your Money or Your Life (YMYL) category. This means content is held to stricter quality standards because it can impact a user’s health or safety.

What this means for your SEO for healthcare strategy:

To rank well, your content must demonstrate E-E-A-T (Experience, Expertise, Authority, Trust):

  • Experience ? Real-world medical expertise
  • Expertise ? Qualified authors and professionals
  • Authority ? Recognition within the industry
  • Trustworthiness ? Accurate, transparent, and safe information

Practical implementation:

  • Include author bios with credentials
  • Cite reliable medical sources
  • Keep content updated and accurate
  • Add disclaimers where necessary

Search engines prioritize content reviewed or created by medical professionals, ensuring reliability and safety for users.

medical seo services

Core Components of a Successful SEO for Healthcare Strategy

1. Keyword Research with Patient Intent

Keyword research in healthcare requires a deep understanding of patient behavior.

Types of keywords:

  1. Informational searches
    • “What are symptoms of diabetes?”
  2. Navigational searches
    • “Best hospital in Buenos Aires”
  3. Transactional searches
    • “Book appointment with cardiologist”

Strategy tips:

  • Focus on long-tail keywords
  • Use natural, patient-friendly language
  • Target both symptoms and treatments
  • Optimize for voice search queries

Targeting long-tail keywords improves relevance and conversion rates.

2. High-Quality Medical Content

Content is the backbone of any healthcare SEO strategy. However, in healthcare, quality matters even more.

What makes high-performing medical content?

  • Clear and easy to understand
  • Medically accurate and reviewed
  • Structured for readability
  • Focused on user intent

Content types to include:

  • Blog articles (educational content)
  • Service pages (conversion-focused)
  • FAQs (featured snippet opportunities)
  • Case studies and patient stories

High-quality content improves rankings and builds trust simultaneously.

3. Local SEO for Doctors & Healthcare Providers

Local SEO is critical in healthcare because patients typically search for nearby providers.

Key elements:

  • Google Business Profile optimization
  • Consistent Name, Address, Phone (NAP)
  • Positive patient reviews
  • Localized content

Pro tip:

Include location-based keywords such as:

  • “dentist in [city]”
  • “clinic near me”

Local optimization ensures your practice appears in “near me” searches.

4. Technical SEO and Website Performance

A strong technical foundation is crucial for medical SEO success.

Focus on:

  • Fast loading speed
  • Mobile optimization (critical for healthcare searches)
  • Secure HTTPS connection
  • Clean site architecture
  • XML sitemap and indexing
  • Structured data (schema markup)

Mobile optimization is especially important, as a large percentage of health-related searches happen on mobile devices.

Search engines evaluate trust through external signals.

To build authority:

  • Earn backlinks from reputable medical sites
  • Publish expert-driven content
  • Showcase credentials and certifications

Authority is a key ranking factor in healthcare SEO.

healthcare seo services

Advanced SEO Strategies for Doctors & Healthcare providers

– E-E-A-T Optimization

  • Add author bios with medical credentials
  • Include citations from trusted sources
  • Highlight expertise and experience

– Content Clusters

Create topic clusters around specialties (e.g., cardiology, dermatology) to improve topical authority.

– Voice Search Optimization

Patients increasingly use conversational queries. Optimize for natural language and questions.

– AI & Search Evolution

Search engines are evolving toward AI-driven results, prioritizing trustworthy, structured, and helpful content.

Conversion Optimization for Healthcare Websites

SEO brings traffic—but conversions turn visitors into patients.

Best practices:

  • Clear CTAs (Book Appointment, Contact Us)
  • Trust signals (certifications, testimonials)
  • Easy navigation
  • Mobile-friendly forms

Common Healthcare SEO Mistakes to Avoid

  • Publishing unverified or low-quality medical content
  • Ignoring local SEO
  • Lack of mobile optimization
  • Not demonstrating expertise (no author credibility)
  • Duplicate or thin content

How Medical SEO Drives Patient Acquisition

A well-executed medical SEO strategy aligns with the patient journey:

  1. Awareness ? educational content
  2. Consideration ? service pages
  3. Decision ? local SEO + reviews

This full-funnel approach helps convert search traffic into actual appointments.

A strong medical SEO strategy should be combined with a long-term SEO services approach and a data-driven content marketing strategy.

The Future of Medical SEO

Healthcare SEO will continue evolving with:

  • AI-driven search results
  • Personalized user experiences
  • Increased importance of trust signals

Providers who invest early in medical SEO will gain a strong competitive advantage.

FAQs About Medical SEO

What is medical SEO?

Medical SEO is the process of optimizing healthcare websites to rank higher in search engines and attract patients organically.

Why is medical SEO important?

It helps healthcare providers increase visibility, build trust, and attract qualified patients searching for services online.

How long does medical SEO take to show results?

Typically, results appear within 3–6 months, depending on competition and strategy.

What makes medical SEO different from regular SEO?

It requires higher standards of trust, accuracy, and compliance due to the sensitive nature of healthcare content.

Is local SEO important for medical practices?

Yes, most patients search for nearby providers, making local SEO essential for visibility and conversions.

Social media trends 2026

Tendencias en redes sociales 2026 en Latinoamérica
Social media trends 2026 and the evolution of digital marketing in Latin America

Talking about social media trends in 2026 is no longer an exercise in creative anticipation, but a strategic necessity for companies operating in Latin America. The digital ecosystem is undergoing a period of accelerated maturation: more platforms, more formats, more content… and, paradoxically, less available attention.

Over the past few years, many brands have successfully established a strong presence on social media. However, the current landscape presents a different challenge: simply being present is no longer enough; brands must generate real, measurable, and sustained impact. Changes in algorithms, content saturation, audience fragmentation, and the widespread adoption of artificial intelligence are redefining how companies plan, produce, and evaluate their social media strategies.

In this scenario, the Social Media Study 2026 by Cyberclick and Metricool functions as an accurate thermometer of the market. Based on the insights of professionals in the digital ecosystem and the analysis of millions of posts, the report identifies clear patterns regarding what is working, what is losing relevance, and where social media marketing is headed.

From Way2net, as agency specializing in digital marketing and social media for growing companies in Latin America, we took this study as a trigger to go a step further: interpreting the data, translating it into strategic decisions and providing an applied perspective to the business.

This article isn’t about listing passing fads. Its goal is to help you understand which social media trends will define 2026, how they’ll impact businesses in the region, and what brands that want to remain competitive tomorrow should do today.

The current context of social media in Latin America

Before analyzing specific trends, it is key to understand the starting point. Social media in Latin America presents a unique combination of high adoption, a wide diversity of markets, and varying levels of digital maturity.

Las empresas de la región comparten varios rasgos comunes:

  • Intensive use of Instagram, Facebook and, increasingly, TikTok and LinkedIn
  • Sustained growth of video as the dominant format
  • Tight budgets versus high-performance expectations
  • Smaller marketing teams, with strong pressure for results
  • Increasing adoption of artificial intelligence tools

This context explains why many strategic decisions in social media are no longer made based on intuition, but rather on actual performance. And this is where the study becomes especially relevant: it shows how professionals are adjusting their priorities based on concrete data.

Social media strategy for businesses in Latin America

Trend 1: From content to performance as a strategic focus

One of the clearest conclusions of the study is that social networks have ceased to be solely a visibility channel and have become a business asset.

While brand awareness remains the primary objective, goals such as the following are growing strongly:

This marks a profound change: in 2026, successful social media strategies will be those that manage to balance branding and performance, without falling into extremes.

From Way2net’s perspective, this trend implies a key adjustment: each social network must fulfill a specific role within the funnel, and each piece of content must respond to a clear objective. Publishing without a defined strategic intention increasingly translates into a waste of resources.

Trend 2: Instagram continues to lead, but it’s no longer alone

Among the top social media trends for 2026, Instagram continues to occupy a central place in brand strategies in Latin America. Its strength lies in the balance between:

  • Organic reach
  • Variety of formats
  • Community
  • Advertising ecosystem

However, Instagram’s leadership is no longer absolute. Other platforms are gaining ground with very clear value propositions.

TikTok: growth, reach and discovery

TikTok is consolidating its position as the fastest-growing social network in terms of relevance by 2026. Its discovery-oriented algorithm and its dominance of short videos make it a key channel for brands seeking:

  • Massive reach
  • Rapid awareness
  • Connecting with younger audiences

For many Latin American companies, the challenge is not technical, but cultural: adapting the tone, language, and narrative to a platform that rewards authenticity over perfect aesthetics.

LinkedIn: the big winner in B2B

Another clear trend is the strengthening of LinkedIn as a strategic network for B2B companies. By 2026, LinkedIn will cease to be just a professional network and will become an active channel for demand generation, brand positioning, and thought leadership.

At Way2net we observe that more and more companies in Latin America are achieving concrete results when they combine:

  • Valuable content
  • Visible executive voices
  • Organic strategy + paid media

Trend 3: Short video ceases to be a trend and becomes infrastructure

If there’s one undisputed trend in social media for 2026, it’s the absolute dominance of short videos. Reels, Shorts, and TikToks are no longer a “format to try,” but the backbone of digital content.

The data shows that:

  • It is the format that generates the greatest reach
  • It’s the one that generates the most engagement.
  • It is the one most favored by the algorithms

This has direct implications for businesses:

  • Change the content planning
  • It affects the necessary resources
  • It forces us to rethink creativity

From a strategic perspective, the challenge is not to produce more videos, but to produce better videos, with a clear message, aligned with the business and designed to capture attention in the first few seconds.

Short video as the main trend on social media in 2026

Trend 4: Content saturation and falling engagement

Paradoxically, while content production is increasing, average output is decreasing. Saturation appears to be the main challenge for 2026.

This translates to:

  • Lower organic reach
  • Fewer interactions per post
  • Increased competition for attention

The strategic takeaway is clear: publishing more no longer guarantees better results. In many cases, the opposite is true.

For brands in Latin America, this trend forces them to make difficult but necessary decisions:

  • Reduce platforms
  • Prioritize formats
  • Prioritize quality over quantity

At Way2net, we approach this scenario with a clear focus: less noise and more relevance. Differentiation is no longer about frequency, but about the real value that each piece of content brings.

Use of artificial intelligence in social media and digital marketing 2026

Trend 5: Artificial intelligence is becoming part of everyday life

Another major trend in social media for 2026 is the consolidation of artificial intelligence as an operational tool. Most professionals already use it for:

  • Copywriting
  • Content planning
  • Image and video creation
  • Data analysis

However, the real difference lies not in using AI, but in how it is used to provide digital marketing services for companies.

From a strategic perspective, AI:

  • Increase efficiency
  • Reduce operating times
  • Free up resources to think more strategically

But it also presents risks: homogenization of content, loss of identity, and saturation of generic messages.

At this point, Way2net’s vision is clear: AI should function as a strategic ally, not as a substitute for human judgment. The brands that manage to combine technology, creativity, and business acumen will be the ones that stand out in 2026.

Trend 6: Authenticity and User-Generated Content (UGC)

In an increasingly automated environment, authenticity is becoming a key differentiator. The study shows a growing interest in user-generated content, real testimonials, and more human formats.

The brands that best connect with their audiences are those that:

  • They humanize their communication
  • They show real processes
  • They prioritize closeness over perfection

For companies in Latin America, this trend represents a concrete opportunity to compete with tighter budgets, focusing on credibility and approachability instead of overly polished productions.

What should companies do today to prepare for 2026?

Based on the analysis of these trends, some clear lines of action emerge:

  1. Define which networks bring real value to the business
  2. Assign a strategic role to each platform
  3. Opt for short videos with a focus on message and objective
  4. Use AI to gain efficiency, not to lose identity
  5. Prioritize engagement and relevance over volume
  6. Measure, adjust, and optimize constantly

The role of an expert social media agency in this new scenario

The social media trends for 2026 present a more complex, competitive, and demanding landscape than ever before. For many companies, the main challenge is not execution, but making the right decisions.

This is where the support of a specialized social media agency makes sense. Not to “publish for the sake of publishing,” but to:

At Way2net, we support Latin American companies in navigating this context with a strategic approach, offering data-driven marketing services geared towards sustainable growth.

Conclusion: 2026 is not about doing more, but about doing better

Social media trends for 2026 don’t point to a sudden revolution, but rather to the channel’s definitive maturation. Less improvisation, more strategy. Less volume, more intention. Less ego, more value for the audience.

Brands that understand this shift will not only survive the digital noise, but will also build strong relationships, measurable results, and a relevant presence in the long term.

Do you want to prepare your social media strategy for 2026?

At Way2net we help companies in Latin America transform trends into actionable strategies, aligned with business objectives.

Contact Way2net and let’s talk about how to boost your social media strategy for 2026.

See more news from digital marketing trends and analysis

How to Choose a Digital Marketing Agency in LATAM: 10 Criteria to Make the Right Choice

como elegir una agencia de marketing
contratar una agencia de marketing digital: ¿cómo la elijo?

Choosing a digital marketing agency should not be reduced to comparing budgets. Two agencies may offer similar services and yet work with completely different methodologies, teams, and objectives.

Before hiring an agency, it is important to evaluate whether it understands your business, how it measures results, who will work on your account, what its proposal actually includes, and whether it can support your growth objectives.

This becomes even more important when working across Latin America. Argentina, Mexico, Colombia, Chile, Peru, and Brazil are not interchangeable markets. Consumer behavior, competition, search patterns, media costs, and business environments can vary significantly from one country to another.

In this guide, we explain the key criteria for comparing digital marketing agencies in LATAM and making a better-informed decision.

1. Define What You Need Before Looking for an Agency

Before comparing digital marketing agencies, it is important to define what your company actually needs. Not every organization has the same objectives or needs to work across the same channels.

Some companies are looking to generate leads and business opportunities. Others need to increase online sales, improve their search visibility, strengthen their brand, or develop an integrated digital strategy.

It is also important to consider your business model, target audience, sales cycle, the markets where you compete, and the resources available internally.

The clearer you are about the problem you need to solve, the easier it will be to determine whether an agency has the experience and capabilities required to help you.

Companies with experience know that not all agencies offer the same level of support or the same approach. Therefore, before hiring a digital marketing agency, it is important to evaluate several essential criteria.

2. Choose the Right Type of Agency for Your Business

Not all digital marketing agencies work in the same way. Some specialize in specific disciplines, while others offer integrated or full-service solutions.

Among the main alternatives are:

  • Performance agencies: focused on digital advertising, customer acquisition, and measurable results.
  • SEO agencies: specialized in organic search visibility and traffic generation.
  • Social media agencies: focused on content, social media management, and community building.
  • Branding agencies: focused on brand identity, positioning, and creative strategy.
  • Web design and development agencies: specialized in websites, e-commerce, and digital experiences.
  • Full-service agencies: integrate strategy, advertising, SEO, content, social media, web development, and other marketing disciplines.

The right option depends on your company’s needs. A business with a specific challenge may benefit from a specialized agency, while a company looking for an integrated marketing strategy may benefit from working with a full-service agency.

For companies operating across LATAM, it is also important to consider whether the agency can coordinate different disciplines and markets under a common strategic approach.

How to Choose a Digital Marketing Agency in LATAM

3. Evaluate Whether the Agency Understands Your Business

A good agency should start by asking questions, not by presenting a package of services.

Before recommending actions, it should understand your business model, target audience, sales process, main competitors, and growth objectives.

Ask how the agency conducts its initial diagnosis and how it transforms that information into a marketing strategy.

This is particularly important in LATAM, where a strategy that works in one country may need to be adapted for another market.

The agency should be able to understand both your overall business objectives and the specific characteristics of the markets where you operate.

4. Review How the Agency Measures Results

In digital marketing, results need to be measured.

A serious agency should present clear performance indicators, provide regular reports, and propose actions based on data.

If an agency only talks about “reach” or “likes” without discussing conversion or return metrics, this should be considered a warning sign.

Not every metric has the same value for every business. Reach, impressions, clicks, or followers can be useful, but they should be connected to business metrics when the objective is to generate commercial results.

Depending on the project, relevant metrics may include leads, business opportunities, sales, customer acquisition cost, conversion rate, ROAS, or return on investment.

Before hiring an agency, ask which indicators it will use to determine whether the strategy is working.

For regional LATAM campaigns, it is also useful to understand results by country, market, and channel rather than looking only at aggregated regional figures.

5. Meet the Team That Will Work on Your Account

It is not enough to know how many people work at an agency. It is important to understand who will be involved in your project and what responsibilities each person will have.

Before hiring, ask:

  • Who will be my main point of contact?
  • Who develops the strategy?
  • Who executes the campaigns?
  • Who analyzes the results?
  • Which specialists will participate?
  • Is the team internal or outsourced?

The quality of the team and the coordination between its members can be just as important as the number of services offered.

For a LATAM project, coordination becomes even more relevant when different countries, channels, or local requirements are involved.

6. Review Experience and Case Studies

Review the agency’s portfolio and case studies.

Agencies with experience should be able to demonstrate how they helped other companies —of similar size or facing comparable challenges— improve their results. It is not simply about showing well-known clients, but about demonstrating processes, learnings, and measurable results.

However, do not limit your evaluation to a list of clients. A good case study should explain, at a minimum, what the challenge was, what strategy was implemented, and what results were achieved.

It is also useful to look for experience with companies that have similar characteristics: size, business model, market, target audience, or sales process complexity.

An agency does not necessarily need to have worked in your exact industry to be the right choice, but it should be able to demonstrate that it understands comparable business challenges.

If your company operates across LATAM, also ask about the agency’s experience working with different Latin American markets and adapting strategies to local conditions.

7. Evaluate the Level of Support

Your relationship with the agency should feel like a partnership.

A good agency does not simply execute. It supports, advises, and anticipates scenarios. Choose an agency that understands your business rhythm and becomes involved as an extension of your team.

An agency may execute a campaign correctly and still not be the right partner for your company.

Evaluate how communication will work, how frequently you will have meetings, how reports will be delivered, and who will be available to discuss strategic decisions.

The goal should be to build a working relationship in which the agency does not simply receive requests, but also proposes ideas, analyzes results, and identifies opportunities.

8. Compare What Each Proposal Actually Includes

Two agencies can present very different budgets for apparently similar services. Therefore, comparing only the monthly price can lead to the wrong decision.

Before choosing, review what each proposal includes:

  • Strategy and planning
  • Number and type of campaigns
  • Advertising management
  • Content creation
  • Design
  • SEO
  • Web development
  • Reporting
  • Meetings
  • Tools
  • Team allocation or estimated dedication
  • Support and optimization

A lower-cost proposal does not necessarily represent better value.

The important thing is to understand what problem each agency is solving, how it plans to solve it, and what resources it will allocate to the project.

For LATAM projects, also clarify whether the proposal covers all target markets or whether additional work or fees may apply to individual countries.

9. How Much Does It Cost to Hire a Digital Marketing Agency?

The cost of hiring a digital marketing agency can vary considerably depending on the type of company, objectives, channels involved, and level of dedication required.

There is therefore no single price that can determine whether a proposal is expensive or affordable.

When comparing budgets, distinguish between the agency fee and other costs such as advertising investment, content production, web development, tools, or additional services.

For regional projects, the number of markets involved can also influence the scope and resources required.

Rather than simply looking for the lowest price, evaluate the relationship between investment, scope of services, team experience, and expected results.

10. Signs You Are Looking at a Good Digital Marketing Agency

There are several characteristics that can help you identify a professional agency.

A good agency:

  • Asks questions before offering solutions.
  • Understands your business objectives.
  • Explains its methodology clearly.
  • Presents a defined team.
  • Shows relevant experience and case studies.
  • Defines measurable KPIs.
  • Maintains transparency regarding accounts and data.
  • Adapts the strategy according to results.
  • Proposes improvements instead of simply executing requests.
  • Can explain its recommendations clearly.
  • Focuses on business results rather than trends alone.

And above all, a good agency makes you feel supported.

If every meeting ends with new ideas, clear diagnoses, and concrete actions, you are probably on the right track. hace sentir acompañado. Si cada reunión termina con nuevas ideas, diagnósticos claros y acciones concretas, probablemente estás en el camino correcto.

digital marketing agency LATAM

11. Warning Signs When Hiring an Agency

There are also signs that should make you review a proposal carefully before moving forward.

Guaranteed results. Marketing depends on multiple variables. A serious agency should discuss objectives, hypotheses, testing, and optimization rather than guaranteeing results it cannot fully control.

A generic proposal. If the document could be sent almost unchanged to any company, there may not have been enough diagnosis or strategic work.

Exclusive focus on vanity metrics. Followers, likes, or impressions do not necessarily represent commercial growth.

Lack of transparency. Your company should understand which accounts, data, platforms, and digital assets are being used.

No explanation of who will work on the project. The team is a fundamental part of the service.

Price as the only argument. A proposal should explain what will be done, why it will be done, and how results will be measured.

For LATAM projects, another warning sign is treating the entire region as a single homogeneous market without considering local differences.

12. How to Compare Digital Marketing Agencies Before Deciding

Once you have two or three proposals, you can compare them using a simple matrix.

Do not evaluate only the price. Analyze strategy, team, experience, methodology, measurement capabilities, and regional expertise.

CriteriaWhat to Evaluate
StrategyDoes the agency understand your business objectives?
ExperienceDoes it have relevant case studies?
LATAM expertiseDoes it understand the markets where you operate?
TeamWho will actually work on your account?
ServicesWhat does the proposal really include?
MeasurementWhich KPIs will be tracked?
TransparencyWill you have access to accounts and data?
CommunicationHow will the agency communicate and report?
AdaptabilityCan the strategy evolve based on results?
PriceWhat does the fee actually include?

A structured comparison can help you identify the real differences between agencies and avoid making a decision based only on price.

13. Is the Agency Prepared for the New Search Environment?

Digital visibility is no longer limited to appearing on Google.

Users increasingly rely on AI-powered platforms such as ChatGPT, Gemini, Perplexity, and Claude to research companies, compare alternatives, and make purchasing decisions.

For this reason, when evaluating a digital marketing agency, it is increasingly relevant to understand whether it works with:

A modern digital visibility strategy should consider both traditional search engines and AI-powered answer engines.

For companies operating across LATAM, this creates an additional opportunity: building a consistent digital presence across markets while developing the authority and relevance needed to be discovered through both traditional and generative search.

Why Choose Way2Net?

Way2Net combines strategic marketing consulting with integrated execution.

Our approach is based on understanding each company’s needs and developing an appropriate digital marketing plan rather than simply executing isolated actions.

We work as an external marketing team for companies that need to combine planning, execution, and results under one roof.

Our services include digital marketing strategy, online advertising, SEO, social media, web development, and other digital marketing disciplines, depending on each company’s objectives.

We analyze, plan, and execute with a focus on results.

The objective is to turn digital marketing from an expense into a genuine growth engine for your business.

If you are evaluating agencies, the most important question is not simply which agency offers the most services.

It is which agency can understand your business, develop the right strategy, execute it effectively, and continuously optimize it based on results.

Conclusion

Choosing a digital marketing agency should not be based solely on price or the number of services included in a proposal.

The right agency should understand your business, your customers, your objectives, and the markets where you compete.

For companies operating across LATAM, this requires an additional level of expertise: the ability to combine regional strategy with an understanding of local markets.

Before making a decision, evaluate the agency’s experience, team, methodology, case studies, communication, transparency, and ability to connect marketing actions with business results.

Ultimately, you are not simply hiring a marketing provider.

You are choosing a strategic partner that can help turn digital marketing into a growth engine for your business across LATAM.

Are you looking for a digital marketing agency to grow your business in LATAM? Contact Way2Net and let’s discuss your strategy.

Frequently Asked Questions

How do I choose a digital marketing agency?

Evaluate its experience, methodology, team, strategic capabilities, approach to measuring results, transparency, and level of support. It is also important to determine whether the agency understands your business objectives.

How much does it cost to hire a digital marketing agency?

The cost depends on the services, objectives, channels, markets, and level of dedication required. When comparing budgets, distinguish the agency fee from advertising investment and other additional costs.

What should a digital marketing agency proposal include?

A proposal should explain objectives, strategy, services, methodology, team, deliverables, KPIs, reporting frequency, investment, and commercial terms.

Is it better to hire a specialized or full-service agency?

It depends on your company’s needs. A specialized agency can be appropriate for solving a specific challenge, while a full-service agency can be a better fit when several marketing disciplines need to be integrated under a common strategy.

What questions should I ask a digital marketing agency before hiring it?

Ask about experience, team, methodology, KPIs, tools, case studies, reporting frequency, access to accounts, and exactly what is included in the monthly fee.

How do I choose a digital marketing agency for LATAM?

In addition to evaluating strategy, team, experience, and results, consider whether the agency understands the different markets where you operate and can coordinate a regional strategy while adapting execution to local conditions.

Should I choose a local agency or a LATAM agency?

It depends on your objectives. If you operate in one market, local expertise may be particularly valuable. If you operate across several Latin American countries, an agency capable of coordinating a regional strategy can simplify management and improve consistency.

Is SEO enough to build digital visibility today?

SEO remains essential, but search behavior is evolving. Companies should increasingly consider SEO together with AEO and GEO to improve their visibility across traditional search engines, answer engines, and AI-powered search experiences.

Social Media Statistics in Argentina 2025

estadisticas de redes sociales en argentina 2025

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

Social Media Statistics in Argentina 2025

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

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

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

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

Facebook advertising in Argentina

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

Instagram audience statistics in argentina

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

TikTok audience statistics in Argentina

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

LinkedIn audience statistics in Argentina

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.

Linkedin continue to be the most important B2B social media platform for every digital marketing agency specialized in corporate marketing

X (Twitter) audience statistics

X (Twitter) audience statistics in argentina

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

Digital Advertising Spending in argentina
Digital Advertising in argentina

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.

Read more Digital Marketing news.

Social Media Statistics Peru 2025

Estadísticas de Redes Sociales Perú 2025

We Are Social and Meltwater presented the updated report Digital 2025 on Social Media Statistics in Peru. We will discuss the data recorded on the digital situation in Peru in 2024-2025.

Use of Devices, Internet and Social Networks

Use of Devices, Internet and Social Networks in Peru

A total of 39.4 million mobile cellular connections were active in Peru at the beginning of 2025, equivalent to 115% of the total population. However, some of these connections may only include services such as voice and SMS, and some may not include internet access.

27.3 million people used the internet in Peru at the beginning of 2025, when online penetration was 79.5%.

In January 2025, Peru had 24.5 million social media users, which is equivalent to 71.2% of the total population.

These main statistics offer a great overview of the “digital state” in Peru at the beginning of 2025, but to understand how digital trends and behaviors have evolved over time, we need to delve deeper into the data.

General Summary of Internet Use

Social Media Statistics Peru 2025

At the time of writing the report, the latest available data indicated that there were 27.3 million internet users in Peru in January 2025.

This means that the internet penetration rate in Peru was 79.5% of the total population at the beginning of the year.

Meanwhile, Kepios’ analysis indicates that the number of internet users in Peru increased by 291,000 (+1.1%) between January 2024 and January 2025.

Social Media Statistics Peru – General Summary of Social Media Use

Social Media Statistics Peru - General Summary of Social Media Use

DataReportal figures show that in January 2025 there were 24.5 million active social media users in Peru.

In perspective, this figure was equivalent to 71.2% of the total population at the beginning of 2025.

The analysis by Kepios shows that the identities of social media users in Peru increased by 450,000 (+1.9%) between the beginning of 2024 and the beginning of 2025.

Data published in the ad planning tools of major social media platforms indicates that there were 24.5 million users over the age of 18 using social media in Peru at the beginning of 2025, which was equivalent to 99.8% of the total population aged 18 and over.

At that time, 46.6 percent of social media user identities in Peru were female, while 53.4 percent were male.

And to add context, it may be helpful to know that 89.6% of Peru’s total internet user base (regardless of age) used at least one social media platform in January 2025.

Social Media Statistics Peru 2025 – YouTube Audience

YouTube Audience Social Media Statistics Peru 2025

Google’s advertising resources indicate that YouTube had 19.1 million users in Peru at the beginning of 2025.

The company’s own data suggests that the reach of the YouTube ad in early 2025 was equivalent to 55.5 percent of the total population of Peru at the beginning of the year.

To put these figures into perspective, YouTube ads reached 69.8% of Peru’s total internet user base (regardless of age) in January 2025.

At that time, 47.9% of YouTube’s adult ad audience in Peru was female, while 52.1% was male.

Data published in Google’s own advertising planning tools shows that the potential reach of YouTube ads in Peru increased by 1.5 million (+8.5%) between early 2024 and early 2025.

Social Media Statistics Peru 2025 – Facebook Audience

Facebook Audience

Figures published in Meta’s own tools indicate that the potential reach of Facebook ads in Peru increased by 450,000 (+1.9 percent) between January 2024 and January 2025.

In a more recent context, the same data shows that the number of users that marketers could reach with Facebook ads in Peru increased by 650,000 (+2.7%) in the three months between October 2024 and January 2025.

Facebook ads reached 71.2 percent of the total population in Peru at the beginning of 2025. This reach was equivalent to 89.6% of the local internet user base (regardless of age) in January 2025.

Social Media Statistics Peru 2025 – Instagarm Audience

Instagram Audience

The numbers published in Meta’s advertising tools indicate that Instagram had 10.5 million users in Peru at the beginning of 2025.

The company’s regularly revised figures suggest that Instagram’s ad reach in Peru was equivalent to 30.4% of the total population at the beginning of the year.

Data published in Meta’s planning tools shows that the potential reach of Instagram ads in Peru increased by 450,000 (+4.5%) between January 2024 and January 2025.

Quarterly, the company’s data also reveals that the size of Instagram’s ad audience in Peru increased by 250,000 (+2.5%) between October 2024 and January 2025.

Social Media Statistics Peru 2025 – TikTok Audience

TikTok Audience

Data published in TikTok’s own advertising planning tools shows that TikTok’s potential advertising reach in Peru increased by 2.49 million (+11.4 percent) between early 2024 and early 2025.

Meanwhile, the figures indicate that the potential reach of ads on TikTok in Peru increased by 1.33 million (+5.8 percent) between October 2024 and January 2025.

Social Media Statistics Peru 2025 – Linkedin Audience

Linkedin Audience

LinkedIn continues to grow and consolidate its position as the most important B2B social media platform for the region.

Data published in LinkedIn’s planning tools shows that the potential reach of LinkedIn ads in Peru increased by 2.0 million (+22.2%) between the beginning of 2024 and the beginning of 2025.

Quarterly, the company’s data reveals that the size of LinkedIn’s ad audience in Peru increased by 1 million (+10%) between October 2024 and January 2025.

It’s important to note that LinkedIn’s advertising tools publish audience reach data based on the total number of registered members, rather than the monthly active users that form the basis of ad reach figures published by most other social media platforms.

As a leading digital marketing agency in Latin America, we work with various companies in the planning and development of their digital strategies in the region. Whether they are B2B, B2C, small or large companies, we know how to use internet resources to boost their businesses.

Read more Digital Marketing News.

e-commerce in Argentina, 2020 brief

e-commerce in argentina

Year 2020 has undoubtedly been an atypical year for everyone and e-commerce in Argentina could not stay on the sidelines. Beyond the difficult economic situation the country is going through, this last year of the Pandemic has resulted in significant growth for online sales.

The year 2020 has been an unprecedented year for Argentines, as well as for the rest of the world. Our lives have changed and our shopping behaviors have changed too. And in a few months, a greater evolution has been achieved than in recent years when talking about companies digital transformation and e-commerce. From our Way2net digital marketing agency we can attest to this, since all our clients, regardless of the industry, have experienced great growth in their online sales.

ecommerce in Argentina

Let’s review some indicators that show this:

+58% of people do banking operations online or through the app (48% in 2019)

+48% watch on demand movies (40% in 2019)

+43% order food online (27% in 2019)

+34% buy food and beverages online (18% in 2019)

+1.28 million of online shoppers, for a total of 20.05 million (18.77 million in 2019)

facturacion 2020 e-commerce en argentina
Fuente CACE

+124% growth in revenue ($ 905 million vs. $ 403 million in 2019)

6 out of 10 buy a product at least once a month. And half of post-pandemic online shoppers are already everyday or regular e-commerce users.

crecimiento e-commerce en Argentina
Fuente CACE

The key factors to buy online: Home delivery, the ease of finding products quickly and the safety of the operation were more powerful than in 2019.

However, not all that glitters is gold, and we can also mention the cons.

Main obstacles for e-commerce development of e-commerce in Argentina

Shipping costs are the main barrier. Although many new players have appeared competing for services and rates, the cost of shipping in Argentina is still high.

Logistics and delivery delays are another factor mentioned.

Another important obstacle for consumers is not being able to see and touch the merchandise. Especially in some areas such as clothing, shoes and others, and especially when the customer does not know the brand that they are buying.

e-commerce en argentina problemas
Fuente CACE

On the business side, we can also mention that as there was greater competition and concentration of online sales, the costs associated with online advertising have also increased.

For some companies, it has also been a problem not to be prepared to face the online world, with a digital strategy already planned and underway.

How is the profile of the online consumer in Argentina?

In 2020 we find a more diversified buyer profile, with post-pandemic buyers entering the ecommerce world buying mobile, while more experienced buyers continue to use more desktop computers.

Another aspect that stands out is the change in the socio-economic profile of online shoppers. We went from the historic high and medium level to a more socio-economic profile in the medium and low segment. It is not that the high segment disappeared, but based on their experience they have expanded the categories that used to bought online, while the lower middle segment is more about a new consumer, who was not used to buying online.

No major changes were observed with respect to the chosen payment method, and credit card is still the main method used.

principales medios de pago ecommerce en argentina

On the other hand, a great change was noticed in the chosen shipping method, as a result of the pandemic, where home delivery was positioned in the first place, displacing the picking in store that had been leading in previous years.

Main industries e-commerce in Argentina 2020

Sportswear, clothing and food and beverages are the TOP3 of the most popular categories among Argentines for this 2020. Food and beverages climbed 7 positions in the year of the pandemic. Then followed closely by Technology and Electro.

principales rubros de e-commerce en Argentina 2020
Fuente CACE

For the first time in many years, COVID-19 has eliminated tourism and entertainment from the ranking of first time purchased categories, giving the place to categories related to food, home conditioning, personal care, courses, careers, seminars, among others.

We will see what awaits us in 2021, but everything suggests that we will have another year where e-commerce development will once again be one of the stars in this adverse economic context

Data Source CACE

Way2net awarded as Top Digital Marketing Agency in Argentina

Way2net awarded as Top Digital Marketing Agency in Argentina

Way2net is a digital marketing agency, specialized in e-strategy planning and business development, digital marketing, online advertising, web optimization, social media, web design, and development. We are a Google Partner Agency certified by Google Inc. and we offer a wide variety of services including digital strategy, social media marketing, and advertising.

Clutch recently announced the top digital marketing agencies in Argentina. We are excited to announce that Way2net has made the list on their directory.

Way2net awarded as Top Digital Marketing Agency in Argentina

Clutch is a B2B market research firm located in Washington DC that connects service providers and buyers through data and verified research. Central to their process is client reviews. In this unique process, analysts have spoken directly with many of our clients and learned more about the services we provided, as well as technological capabilities, results, and business acumen.

Our clients’ participation made this award possible, and we want to thank them for their time and honest feedback. Below is are excerpts from recent reviews, along with project summaries:

“We continue working with them because of their thoughtful service.” –Marketing Coordinator, Synthon Bagó

Our team was hired to develop a pharmaceutical company’s marketing strategies. We work with different social media channels, crafting campaigns. We also worked on their site.

“With Way2net Digital Marketing Agency, we found a mix of business expertise and digital experience.” –Founder, Delbazar

We provided a variety of digital services for an online store. Our team developed an e-commerce website and social media campaigns

Digital marketing has forever changed how companies attract customers and generate revenue. If you’re considering hiring an online marketing company to help you boost your brand image, position your company in search rankings, or manage your social media presence, The Manifest can help find a business to best suit your needs. The Manifest, an affiliate site of Clutch, lists top digital marketing companies in Argentina. Among top companies, the site also lists descriptions, projects, and awards for users to utilize.

Need advice in marketing and communication? We are experts in digital strategy. Contact us by phone or fill out the form on our website and a team member will be in touch shortly. We look forward to hearing from you and your team.

The main benefits of WooCommerce for startups

benefits of WooCommerce

benefits of WooCommerceWooCommerce is a WordPress plugin that is ideal for ecommerce retailers just starting out. It is simple enough to learn, pretty powerful, and you cannot beat the price – it is free.

Let’s check main benefits of WooCommerce:

It is free to download: There are many different CMS systems available and they are great. The drawback with a lot of these, however, is the price.

It is easy to use and flexible: You can easily add categories, change prices, etc, even if you have very little technical know-how. It is WordPress based so if you are familiar with WordPress, you will adapt quickly. You can also link into virtual products.

Build a professional looking store: You can use WooCommerce to build an ecommerce platform that looks professionally designed on your own site.

You can customize it a lot: There are a lot of different customization options that you can use to help your site stand out. Strangely, for a free plugin, you have a wide range of themes to choose from. Choose any of the 39 themes from WooThemes to get started. Unlike some other themes, you are able to change preset colors, CSS styles, and coding.

A full platform: It is a completely functional, professional ecommerce platform. It’s safe to say that besides some good WordPress hosting (and WordPress itself, of course), WooCommerce is all you really need to start making money off your website right away.

You are able to access various analytics and make use of tracking, tools to boost customer engagement, apply the discounts you like, and keep your clients up to date when it comes to the status of their orders. It allows you all the functions of many of the expensive paid options and quite a few more.

Analytics built-in: You can choose to make use of the analytics built into the system to track sales, average order totals, client statistics, etc. from the admin panel. The information is presented in an easy to understand style.

Many apps and extensions: There are a whole host of apps and extensions that can be used to increase the functionality of your WooCommerce site. Some of these can be downloaded free of charge, like Google Analytics, others you have to pay for. With the add of the apps, you can get all the information and functionality you might possibly want without having to click out of your admin page.

WooCommerce is a plugin that will prove worth its weight in gold. It is ideal for a startup because it offers such a wide range of features and a lot of support. It is also a well-known plugin between leading digital marketing agencies.

Sources:

https://websitebuilder.org/Facts-You-Need-to-Know-About-WooCommerce