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Neither the high prices of mobile Internet nor the regime's censorship can stop the growth of Instagram usage in Cuba, where more and more users turn to the social network to inform, start businesses, or simply stay connected with the world.
According to a report published by IPS Cuba, based on data from the Cuban Telecommunications Company (Etecsa), digital traffic on the island continues to rise despite the rate hike applied by the state-owned company, confirming a shift in the consumption patterns of Cubans.
Instagram, which ranked fifth among the most used platforms in the country in 2020, has become the second most prominent social media network in Cuba as of March 2025, surpassed only by Facebook.
According to the specialized site StatCounter Global Stats, the application currently accounts for 3.25% of the total active accounts on the island, despite being one of the apps that consumes the most data — about 69 megabytes per session — the news agency emphasized.
The rise of Instagram is partly due to the growth of new players in the Cuban economy, who use it as a tool to promote private businesses, services, and ventures.
In a country where conventional advertising is restricted, this platform has become the ideal showcase for emerging brands, artists, and small traders.
Additionally, Cuban influencers and "Instagrammers" are gaining ground and visibility, both inside and outside the country.
Figures like Imaray Ulloa, with over 5 million followers, Pollito Tropical, Sandra Cires Art, Leoni Torres, and Carnota stand out among the most popular profiles connected to the Cuban community.
Its success, often from exile, demonstrates that the audience within the island remains connected and eager for local content, noted IPS Cuba.
The most consumed topics by Cuban users on Instagram include humor, cooking, fashion, fitness, social awareness, and lifestyle, reflecting the need for entertainment, escapism, and identity amidst the economic and social crisis the country is facing.
Although the lack of technological infrastructure, power outages, and high tariffs continue to limit mass access, Cubans keep finding ways to stay online.
Some rely on private networks (VPNs) to bypass restrictions or improve their connection, while others turn to Wi-Fi hotspots or to sharing data with friends and family.
The network created in 2010 by Kevin Systrom and Mike Krieger is now a window to the outside world and, at the same time, a space for expression that the regime attempts to control.
Despite temporary blockades and digital surveillance, Instagram has become a space of relative freedom, where social issues are debated, injustices are highlighted, and civic causes are promoted.
The phenomenon occurs in a context where Etecsa increases the prices of data packages, restricts rates, and continues with a state monopoly that limits competition.
However, the reality is that Cubans, through their ingenuity, continue to open accounts, generate content, and build community, proving that neither censorship nor high prices can disconnect them.
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