Instagram’s Rising Tide in Cuba: How the platform is Reshaping Business and Culture
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Despite increasing data costs, Instagram is experiencing notable growth in Cuba, becoming a key platform for entrepreneurs, artists, and everyday Cubans to connect, create, and build community. The platform, launched in 2010 by Kevin Systrom and Mike Krieger, is rapidly evolving beyond personal sharing to become a vital engine for economic and social change on the island.
Havana reported a surge in internet traffic in late 2024, even as mobile data rates rose. According to Tania Velázquez,executive president of the state-owned Telecommunications Company (Etecsa),this increase is linked to shifting consumption patterns,fueled by new economic actors seeking digital data.
Instagram has become a crucial space for professionals – singers, actors, presenters, models, and others – to promote their careers. Simultaneously, the platform provides an ideal avenue for businesses, both established and emerging, to publicize their brands and services.
“Content creators” are gaining traction,effectively leveraging the platform to promote jobs,develop content strategies,and even advocate for social causes. Businesses are finding a focused way to reach consumers, while influencers are setting trends and fostering community despite the country’s technological limitations. Popular topics among Cuban users include cooking, fashion, humor, lifestyle, social and political awareness, and fitness.
The Rise of Cuban Influencers
Manny of the moast popular cuban Instagrammers reside outside of Cuba, a reflection of the challenges inherent in using and developing the platform within the country’s complex technological landscape. Though,thay maintain strong connections to the island and its diaspora.
Some of the most prominent figures include:
- imaray Ulloa (5 million followers): An actress and influencer popular within the Cuban community in Miami,known for her blend of humor,lifestyle content,and personal updates.
- Pollito Tropical (Randy Álvarez) (3.7 million followers): Randy Álvarez’s account has amassed over 91 million story views with content that is often humorous and gossipy.
- Sandra Cires Art (3.5 million followers): A singer from Pinar del Río who has built a considerable following on both YouTube and Instagram with her engaging content.
- Leoni Torres (1.3 million followers): A popular singer based outside of Cuba, maintaining an active presence for her fanbase.
- Carnota (1 million followers): A comedian, presenter, and content creator who has gained recognition both nationally and internationally, even appearing on Cuban television.
These creators, along with many others, are navigating the challenges of high internet costs and limited opportunities for international collaboration.
Instagram’s Global Reach and Future Trends
Globally, Instagram is the third most popular social media platform, with an estimated two billion monthly active users and over 500 million active users as of 2025, according to Statista data. India leads in user numbers with 413.8 million, followed by Brazil, Indonesia, and Türkiye. The platform’s user base is largely comprised of Generation Z and millennials, aged 18-34, who spend an average of over 33 minutes daily on the app. The gender split is nearly even, with 49.4% female and 50.6% male users.
Currently,over 500,000 influencers are active on Instagram worldwide. cristiano Ronaldo remains the most followed individual, with 653 million followers – representing over 31.35% of the platform’s total user base. The top spots are dominated by figures in music, sports, and entertainment, including Lionel Messi, Selena Gómez, Dwayne johnson, Kylie Jenner, Ariana Grande, and Kim Kardashian. The record for the most-liked post on Instagram shifted from a photo of an egg to a post by lionel Messi celebrating his World Cup victory in 2022.
As Instagram continues to evolve, its impact on Cuban society is poised to grow, offering both opportunities and challenges for individuals and businesses alike.
