Argentina’s President Javier Milei built much of his political identity around social media, using X, Instagram and online interviews to bypass traditional news organizations and communicate directly with voters. The strategy helped turn a relatively unknown economist into a political force and became one of the defining features of his rise to the presidency. But that digital machine is now showing signs of losing momentum.
Milei’s online presence remains intense, yet the attention generated by his posts appears to be declining. An analysis cited by Argentine media outlet Ad Hoc found that his combined mentions across social networks and news websites peaked at about 13 million in February 2025. By June 2026, that figure had fallen to roughly 3.7 million. His appearances on friendly streaming channels have also attracted substantially smaller audiences than they did earlier in his presidency.
The decline is particularly significant because Milei’s political communication has relied heavily on confrontation. During his campaign and early years in office, his aggressive posts attacking opponents, journalists and the political establishment frequently dominated online conversation. His supporters amplified those messages, creating a highly organized digital ecosystem around the president and his La Libertad Avanza movement.
That formula is becoming harder to reproduce. Milei recently increased his activity on X after a period of relatively lower engagement. In July, he reportedly spent an average of about 84 minutes a day on the platform. During a recent 10-day period, however, his activity climbed to more than 26 hours, or around 160 minutes per day. Despite the additional effort, the impact has not returned to the levels associated with the first phase of his presidency.
The problem is not simply one of social-media fatigue. Political developments have changed the context in which Milei’s messages are being received. His government has faced corruption controversies, internal disputes and growing public concerns over wages and employment. Surveys cited by Argentine analysts have shown sustained dissatisfaction with the administration, while expectations about the economy have weakened.
The deterioration creates a particularly awkward problem for Milei because social media was supposed to be an alternative to Argentina’s traditional media environment. He has repeatedly accused journalists and established outlets of protecting the political establishment and distorting his government’s achievements. His administration has also faced criticism from press-freedom organizations over attacks on journalists.
At the same time, some of the language that once helped distinguish Milei from the political establishment may now be working against him. Online discussion of the word “casta,” a central part of his campaign rhetoric against Argentina’s political elite, has increasingly appeared alongside negative conversations about government scandals. The irony is clear: a movement that promised to destroy the political “caste” risks being associated with the very system it once attacked.
There is also an internal battle over who controls Milei’s communication strategy. The digital activism that helped build his movement was strongly associated with figures around Santiago Caputo and the group known as Las Fuerzas del Cielo. More recently, allies of Milei’s sister, Karina Milei, and other factions have gained influence. Santiago Oría, a filmmaker and government official, has emerged as a prominent figure in the administration’s new communications strategy.
Milei’s political achievements should not be dismissed because his online reach has weakened. His party remains a major force in Argentine politics, and his economic reforms have secured substantial support despite the social costs of austerity. His 2025 midterm election performance also gave his government greater legislative strength.
Still, the changing digital landscape presents a warning. Social media can rapidly create political momentum, but maintaining that momentum is harder when voters become focused on economic pressures, scandals and government performance. For Milei, the challenge is no longer simply generating attention. It is turning attention back into durable public support.
