In 2026, Cuba's TikTok user base has expanded to approximately 2.1 million, reflecting increasing digital adoption amid growing smartphone penetration. Average daily engagement remains high at over an hour, indicating strong content consumption and interaction. Businesses are increasingly adopting TikTok advertising, with 65% utilizing the platform for brand promotion, driven by the platform's popularity among younger demographics.
Social media marketing in Cuba is heavily centered on music, dance, and cultural content, which resonates well with local audiences. The total ad spend on social media reached around CUP 3.2 billion, showcasing the platform's importance for digital advertising. As the digital landscape matures, more Cuban companies are expected to invest in influencer collaborations and targeted campaigns to boost visibility and engagement.