If you want to sell your products or services in Colombia, social media is a MUST in your expansion plans. The use of social media in Colombia continues to rise, with over 60% of the population spread across different social media platforms.

Not to mention, Colombia is #4 in social media usage in Latin America!

In this article, we will be going over the following to give you a full overview of social media in Colombia:

Internet Usage in Colombia

The internet penetration rate for Colombia ranges between 60% and 70% out of the almost 50 million-strong population of the country. This means about 35 million people use the internet in Colombia.

Here are some more statistics that might be of interest to you that go along with this report:

Internet Usage to Message in Colombia

Facebook and WhatsApp are extremely popular in Colombia, with 90% of internet users having an account on either platform. Family group chats and professional communication often happens on WhatsApp or Facebook Messenger. 

This isn’t surprising considering 79% of Colombian internet users use the internet for messaging!

Internet Confidence in Colombia

Colombians are concerned about data privacy, with 8 in 10 worrying about how companies are using their personal information.

Some people may think that Latin Americans aren’t tech-minded, but as you can see, Colombians are just as concerned with internet issues as other countries.

Let’s dive more into the If you want to get amazing results doing social media marketing in Colombia, you’ll need to know the country’s top platforms.

Here are the most popular social media platforms in Colombia:

  1. WhatsApp
  2. Facebook 
  3. YouTube 
  4. Instagram 

Twitter comes in 5th place and can also be considered to gain rapport with the Colombian audience, depending on who your target audience is.

The standard of living increased for many Colombians. Therefore, they have more access to the internet. This leads to a rise in the number of people using all different kinds of social media platforms in Colombia.

Facebook Users in Colombia

In 2019, the number of Facebook users in Colombia totaled 32 million people. This statistic has added on a couple of million new users since the end of 2018.

Instagram Users in Colombia

Only about 20% of Colombians use Instagram, but the majority of users (over 60%) are ages 18-34, which makes it a great platform to target younger people.

One reason for the younger audience on Instagram is that they are more likely to own and heavily use smartphones. Older Colombians usually use their desktop computers to access social media.

Also, there are about 10% more women on Instagram than men, which makes it the ideal platform to market to a young female audience.

Colombia Social Media Marketing Plans in 4 Steps

Now that you know a bit more about social media in Colombia, it’s time to put a marketing plan into action! Here are some steps you can integrate into your social media marketing plan in Colombia:

1. Establish Your Goal

What do you want to gain from marketing in Colombia? Do you want to increase awareness of your brand? Sell your product or service? Drive traffic to your website?

You need to know what your goal is to implement the most efficient Colombian social media marketing plan.

2. Find Your Target Audience

Who are you looking to market to? It’s crucial to know who your audience is, or else your message won’t be effective! 

Demographic information like gender, age, job title, what they are interested in, etc. helps you figure out what type of content you will make, and where you are going to share your content. 

3. Decide Where to Market on Colombian Social Media

Next, you need to find the right platforms to market to your target audience.

Considering Facebook is one of the most popular social media sites in Colombia, it’s one of the best platforms to execute your Colombian social media marketing plans. 

Facebook is a MUST

In Colombia, the average engagement rate for a Facebook video or photo post is almost 5%, and the average engagement rate for a page post is 3.76%. 

These are amazing rates!

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Facebook is a good place for peoples of all ages. The majority of users are ages 18-34, but there is a sizable number of older Facebook users ages 35-54.

If you want to do social media marketing aimed at Colombians and don’t know which platform to use, Facebook is the way.

The Secret to Social Media Marketing in Colombia:

It’s not just about platforms, but where you post on the platforms.

Just because you post engaging content on your account doesn’t mean anyone will see it.

You must actively reach out to your target audience through hashtags, mentions, comments, etc.

4. Make Content More Engaging and Relevant for Colombians

The last step is to create your content. It is CRUCIAL that it speaks to your audience correctly.

Make sure the jargon, references, and jokes can be applied to Colombians.

PRO-TIP! Not only should you create content, but you also should engage with your audience. Comment on and like their posts. Show them that your brand exists and that you care about them and their culture!

You must always find opportunities to reach out to your target audience.

For example,

Find Facebook or Linkedin groups for people who are interested in aspects of your industry. If you are trying to sell workout clothes, then find and engage with groups for athletes, physical trainers, people who like to work out, and others.

Localization is Important in Colombian Marketing Campaigns!

If you are creating the posts in one language and translating them to Spanish, it is important to make sure translations are localized. It’s not only about translating the words to Spanish, but changing its meaning so it’s appropriate for Colombians.

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For example, keychain in English directly translates to llavero in Spanish, but llavero can also mean “close friend” in Colombia. This would be a great opportunity to include in your copy depending on how you were trying to draw in your prospective clients.

You can create better marketing campaigns using stronger word associations if you included Colombian vocabulary and slang in your copy.

Additionally, to ensure the language, tone, and cultural references are correct, you may want to hire a Colombian marketer with expertise on these subjects.

Use Social Media in Colombia to Reach New Audiences!

The future is bright when it comes to social media marketing in Colombia and Latin America. Do you need help expanding into Colombia?

Message our Colombian social media specialists at hola@colibricontent.com to help with entering the Colombian market!

Also, do not forget to check out the Orange Economy report.


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