Digital Fatigue: The Report Showing How Milei Lost Prominence on Social Media

Social media was one of the main arenas for the political construction of Javier Milei. Since taking office, the President managed to set topics, multiply his messages, and mobilize a digital community that turned much of his posts into part of the public conversation. However, that phenomenon began to lose intensity. A special report by the consulting firm Ad Hoc analyzed the evolution of Milei's digital image and the behavior of the main accounts that make up his community on social media. Maia Jastreblansky explained on Infobae a la Tarde that the study identifies a "gradual and persistent" decline in the President's digital prominence. The analysis also focuses on a second dimension: the main libertarian figures can no longer set the agenda or generate the same level of interactions as during the first months of his administration. This gives rise to the concept of "digital fatigue" used by the consulting firm.

$LIBRA Marked a Turning Point

One of the main findings of the report is the identification of $LIBRA as a turning point in the conversation about Milei. The launch of the cryptocurrency, which the President promoted in February 2025, had a strong impact on social media. Ad Hoc defines it as "a native digital scandal for a native digital government" and notes that, from that episode, negativity associated with the presidential figure began to grow. The numbers show the change: in February 2025, Milei reached 13 million mentions, while by June 2026 that figure had dropped to 3.7 million. During her presentation of the report, Jastreblansky emphasized that the decline was not abrupt but sustained. For Ad Hoc, the President is currently far from the volume of digital conversation he generated during the first year of his administration.

The Main Libertarian Figures Also Lost Impact

The consulting firm specifically analyzed the 15 most prominent libertarian users in the conversation about Milei. The result aligns with the trend recorded around the President: these accounts mention him less and also generate fewer interactions. Jastreblansky explained that these figures "lost the ability to set the agenda and drive public debate." The conclusion arises from observing both the number of times they mention the President and the response generated by their posts. The President himself has also reduced the frequency with which he is mentioned in digital conversation. According to Ad Hoc, in July his self-mentions were 28.4% below the average recorded during 2026. This data allows for the observation of a trend on two levels: not only is there less conversation around Milei, but the ability of accounts that historically amplified his discourse to generate impact has also diminished.

Milei's Interviews Also Have Less Reach

The loss of impact is evident even in digital spaces close to the government. Ad Hoc analyzed Milei's in-person interviews and found that during 2026 they had fewer views and impact than in previous stages. This data is relevant because these channels were part of the digital ecosystem that accompanied the President's political growth. His interviews could turn into highly circulated content and fuel the conversation on X for hours. According to the report, that effect has also diminished: Milei's appearances continue to generate attention, but they no longer reach the levels of impact recorded previously.

Digital Conversation and Public Opinion Data

The last of the five key points raised by Ad Hoc connects the behavior of social media with another phenomenon: the evolution of public opinion. The consulting firm argues that the government's difficulty in maintaining its narrative on social media combines with the inherent challenges of governance. In this sense, digital indicators begin to show a correlation with public opinion studies. Social media movements are faster and heavily conditioned by current events, but Ad Hoc observes that, when comparing general trends, the evolution of digital conversation and public opinion begins to show similar paths. This is the core of the report presented by Jastreblansky: the digital community that accompanied Milei's growth has lost part of its ability to amplify his messages, while the President himself registers a volume of conversation much lower than that of his first months in office. Ad Hoc's study summarizes the phenomenon under a single idea: "digital fatigue." It is not just a decline in mentions, but a sustained decrease in Milei's and his main figures' ability to generate conversation and set the agenda on social media.