X Dominates LATAM Crypto-Native Social Traffic With 42%, as LinkedIn Beats Instagram at 8%

When we look at how people in Latin America find their crypto news, one fact leaps off the page: X (formerly known as Twitter) remains the undisputed king. In Q2 2025, it drove 42% of all social referrals to crypto-native media in the region, according to the latest findings from Outset PR. That’s more than Facebook, YouTube, LinkedIn, Instagram, WhatsApp, Reddit, and Telegram combined. 

The numbers say that X is the top place where traders, founders, and observers gather for real-time chatter about crypto markets and policy.

In Q2 2025, X dominated LATAM crypto media social traffic with 42%, more than Facebook, YouTube, and LinkedIn combined, Outset PR’s report shows

What might surprise some, though, is who came in further down the leaderboard. LinkedIn quietly secured 8% of social traffic, coming in stronger than Instagram, which managed just 2%. For a sector often stereotyped as flashy and hype-driven, that stat tells a different story. 

Crypto in Latin America is placed more within a professional and business-to-business conversation than a lifestyle trend. In other words, it’s less about glossy reels and more about who’s building infrastructure, raising capital, or pushing new regulations through.

Facebook and YouTube still matter, since together they accounted for just over 23% of social referrals, but they no longer dominate the way they once did. WhatsApp and Telegram, both deeply ingrained in how people actually share news in the region, barely registered in the official data. That’s not because they don’t matter, but because analytics tools misclassify much of their traffic as “direct.” 

Also, it’s important to note that almost 18% of social media traffic, about 89,000 visits, got dumped into a vague “other” bucket list, with no clue what platforms it actually came from. 

Outset PR admits that these social traffic patterns aren’t random but rather part of the same story they’ve been tracking in other regions. In Western Europe, MiCA tipped the scales toward the mainstream. In Eastern Europe, the rebound in adoption didn’t translate into steady media growth. 

Also, in Latin America’s Q1 results, the first signs of trouble were already there.

A Top Tier in Ruins, With Only a Few Outlets Growing

The collapse hit the top tier especially hard. In Q1, six crypto-native outlets cleared the threshold of 400,000 average monthly visits. By Q2, only one remained: CriptoNoticias, which drew 1.35 million visits across the quarter and accounted for 16% of all crypto-native traffic.

Outset PR chart shows that in Q2 2025 only one Tier-1 crypto-native outlet remained in LATAM, holding 16% of total traffic

The rest slipped into the mid-tier: Cointelegraph Brasil, Bitfinanzas, Livecoins, DiarioBitcoin, Foxbit, CriptoFacil, and Portal do Bitcoin. Together, these outlets still captured the majority of visits, but their collective weight can’t hide the symbolism of the collapse. Losing five of six “top players” in a single quarter isn’t a normal dip but a hollowing-out of the category. Plus, without strong social traction to compensate, their visibility continues to shrink.

But not every outlet had a rough quarter. Outset PR revealed five exceptions that prove the rule. They found pockets of growth while 72% of their peers kept losing ground. However, none of them cracked the social share in a meaningful way.

Engagement, too, makes the picture more complicated. Readers of Crypto-Economy – one of those breakout publishers – stayed for more than six minutes per session and clicked through four pages on average. By contrast, Criptoeconomia’s meteoric growth came with an 87% bounce rate. In other words, not all success is equal, and without real loyalty, these outlets risk slipping right back into obscurity, no matter how big the spikes look on paper.

Crypto Use Goes Beyond Holding in Latin America

The contrast is hard to miss: crypto media is pulling in fewer readers, while adoption is at full spread. 

According to surveys, unique crypto users in the region grew 18.3% quarter-on-quarter in Q2. Argentina leads with nearly 20% of its population holding crypto, followed by Brazil at 18.6% and El Salvador at 14.6%. Smaller countries are showing even faster momentum: Bolivia surged 355%, Guatemala 88%, Paraguay 52%. Millennials are at the core of this trend, with almost 22% ownership, compared to just 14% among Gen X.

Stablecoins are creeping into everyday payments. In April, Visa partnered with a Stripe company called Bridge to launch stablecoin-linked Visa cards in six countries: Argentina, Colombia, Ecuador, Mexico, Peru, and Chile. These let users pay in stablecoins while merchants receive fiat. In August, Bybit launched a LATAM-exclusive peer-to-peer promotion. Around the same time, Tether invested €30 million into Bit2Me, the Spanish-speaking exchange licensed under MiCA, with Argentina as a priority expansion market.

Meanwhile, governments are experimenting. Argentina is drafting tokenization frameworks at the national level. Buenos Aires already accepts crypto for municipal taxes. Brazil’s central bank has dismissed the idea of a Bitcoin reserve but remains cautious in tone. The region is definitely not standing still.

When we look at where the broader media traffic comes from, the picture lines up. Argentina, which already leads in ownership and experimentation with tokenization, also dominates mainstream crypto coverage with more than half of all traffic. Brazil follows with nearly a third, while Mexico and Colombia trail behind. The same countries driving adoption are also shaping how the story gets told.

Outset PR data highlights that broader media traffic in Latin America Q2 2025 reflects adoption trends

So, crypto is moving from speculation to infrastructure, but the problem is that the media ecosystem meant to track, question, and amplify these changes is evaporating.

The AI Squeeze

One theme kept coming up when Outset PR spoke with editors in Latin America: Google isn’t delivering the way it used to. The old routine of writing a piece, waiting for search traffic, and watching the clicks roll in is fading. More readers are skipping the search bar altogether and going straight ChatGPT or Perplexity for quick answers.

The traffic data backs this up. In Q2, AI referrals barely registered for crypto-native media (just under 1% of their visits, roughly 79,000 in total). Mainstream outlets, on the other hand, turned the same shift into 3.7 million visits, and that gap says a lot. Bigger domains already have the authority and breadth to surface in AI-generated answers, while smaller crypto-native publishers are struggling to even appear in that pipeline.

Still, AI isn’t the only problem on their plate. Brazil’s high interest rates have kept venture money away. Many outlets are still leaning heavily on translated content from abroad instead of building original coverage. Layer in constant compliance headaches, from Brazil’s LGPD to Google’s best-practice rules, and it’s no wonder so many of these publishers are gasping for air just as adoption across the region takes off.

Back to Where the Conversation Starts

In the end, Q2 was about collapsing traffic charts or shrinking top tiers and also about where people still go to talk about crypto. Outset PR’s report makes that clear: X is where nearly half of all social referrals originate, LinkedIn has carved out a bigger role than Instagram, and the rest of the platforms barely move the needle. For crypto-native outlets looking for visibility, that’s where the fight is happening now.