Tiktok Triumphs Over Instagram In Costa Rica'S Social Media Scene

TikTok's Surprising Ascent

In a surprising twist on the digital stage, TikTok has overtaken Instagram to become Costa Rica’s second most used social network. The University of Costa Rica’s Center for Research in Communication (CICOM) revealed this shift, showing that 58% of the country's adult cellphone users are now on TikTok, leaving Instagram slightly behind at 47%.

The findings underscore a significant change in Costa Rican content consumption patterns. While Facebook still leads the way at 80% usage, TikTok's rapid climb from 36% usage in 2023 to 58% in 2025 highlights its growing influence. Instagram's growth has stagnated, dipping from a peak of 48% in 2024 to 47% in 2025. This data sends a clear message to marketers and businesses: TikTok is no longer just an alternative platform.

Implications for Businesses

This new social media landscape is particularly critical for industries like tourism, hospitality, and real estate, which have traditionally thrived on Instagram's visual-centric approach. While Instagram remains popular among the younger and university-educated demographics, and Central Valley inhabitants, TikTok is now a major player for engaging a broader audience.

The study also dismantles the stereotype that TikTok is solely a young person's app. It shows similar levels of engagement among users aged 18 to 34 and 35 to 54. Notably, it’s one of the few platforms in Costa Rica with more female than male users. This demographic diversity offers businesses a chance to reach varied audiences through short, engaging content.

The Tourism Sector's New Ally

The rise of TikTok is a boon for Costa Rica's tourism operators. Hotels in Guanacaste, tour companies in La Fortuna, and surf schools in Tamarindo can leverage TikTok's bite-sized videos to showcase experiences in a dynamic way. This approach is especially cost-effective for smaller businesses that can't afford vast marketing budgets.

“TikTok's video format is perfect for capturing the essence of Costa Rica's vibrant sights and experiences,” said a local tourism expert.

However, WhatsApp remains vital for business communication, with 95% active use among adults. It continues to be the go-to tool for closing deals and answering customer inquiries, reaffirming its essential role in the business communication toolkit.

Don't Count Instagram Out

Despite TikTok's rise, Instagram is far from obsolete. It continues to be an essential platform for image-driven brands and lifestyle content. Businesses should avoid abandoning traditional platforms in haste, as Facebook still commands a significant presence, particularly among older demographics and expats.

The takeaway? While TikTok is reshaping the digital marketing scene in Costa Rica, a balanced strategy that incorporates both established and emerging platforms will best capture the diverse audience landscape.

The CICOM survey results, based on phone interviews with 792 adults conducted from August 25 to 29, 2025, offer insights into the digital habits of Costa Rica’s adult cellphone users, with a 95% confidence level and a margin of error of plus or minus 3.5 percentage points.