In 2026, Facebook remains a dominant social media platform in Colombia, with over 33 million active users. Businesses increasingly leverage Facebook advertising, spending approximately USD 420 million annually to target local consumers. The average user spends about 2 hours and 15 minutes on the platform each month, indicating high engagement levels that marketers can capitalize on for brand awareness and sales.
The reach of Facebook advertising continues to grow, with around 24 million users being exposed to sponsored content monthly. The surge in active business pages, now totaling nearly 4.8 million, reflects the country's digital transformation and the importance of Facebook as a marketing tool. Companies are now focusing on localized content strategies to maximize ROI on their social media campaigns.