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Chile's Wine Market

Social Media in Chile
Perplexity • Aug 13, 2025
Prompt: Provide an overview of social media in Chile. What are the major platforms? Are they used in marketing campaigns? Any examples from the wine industry?
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Top Takeaways
  • WhatsApp, Instagram, and Facebook lead usage; TikTok is surging with younger users; YouTube strong for long-form.
  • Social media accounts for a large share of digital ad spend; short-form video & influencer content are central.
  • Chilean wineries use Instagram/TikTok/Facebook, influencers, and live/virtual events to build community and drive sales.

Overview of Social Media in Chile

Major Platforms

  • WhatsApp — ~93% monthly usage; primary messaging/group tool. Statista
  • Instagram — Most visited social network (Jul 2025); highest engagement for visual/lifestyle. Similarweb
  • Facebook — Largest user base; significant daily activity. Statista
  • TikTok — Rapid growth among ages 13–24; short-video & influencer powerhouse. 42matters
  • YouTube — Tutorials, music, long-form; strong with older users. Awisee
  • Also used: Messenger, X (Twitter), Pinterest, Telegram, LinkedIn (smaller shares). StatCounter

Social Media in Marketing Campaigns

  • Core channel for brands: Social media exceeds one-quarter of digital ad spend in Chile. (Statista)
  • What works: Authenticity + local influencers; short-form video on TikTok/Instagram; creator-led storytelling.
  • Consumer behavior: 75%+ of users research brands via social platforms; influencers amplify trust & reach. (Statista)

Wine Industry Examples

  • Channel mix: Instagram, Facebook, TikTok for vineyard stories, tourism, and global engagement. Perseo UVigo
  • Influencer collabs:
    • Casillero del Diablo — immersive events with creators (e.g., @palmtreesandpellegrino); reinforces Manchester United partnership. IZEA
    • Cousiño Macul — influencer press trips highlighting terroir & craftsmanship; multi-market storytelling. Clark Influence
  • Engagement & sales: Live streams, virtual tastings, and Instagram/WhatsApp interactions support community and direct sales. IZEA
In summary: Social media is deeply embedded in Chilean life and marketing. WhatsApp, Instagram, and Facebook lead usage; TikTok’s rise shapes short-form and influencer strategies. Wineries leverage creator partnerships and interactive formats for storytelling, brand lift, and direct engagement.
References (open)
  1. Statista: Social network penetration in Chile
  2. Similarweb: Social networks in Chile
  3. Statista: Social media usage in Chile
  4. NapoleonCat: Users in Chile
  5. 42matters: Popular social apps
  6. Awisee: Platforms in LatAm
  7. StatCounter: Chile shares
  8. Statista: Social media ad spend
  9. Perseo UVigo: Wine & social media
  10. IZEA: Influencer marketing in wine
  11. Clark Influence: Wine campaigns
  12. LanguageTrainers: Guide to social media in Chile
  13. UNITESI: Research paper
  14. SherlockComms: Chile PR
  15. Datareportal: Digital in Chile
  16. SherlockComms: Online landscape
  17. Sortlist: Social media services
  18. OOSGA: Social media in Chile
  19. Clutch: Agencies in Chile
  20. ScienceDirect: Article
Source: Perplexity. Compiled for the UF Business Library Conversational AI Knowledge Base.