Chinavs.U.S.DigitalCommunicationBattleEnglishVer.

With 13.5 million users and an average daily usage of 3 hours and 36 minutes, Instagram plays a key role in shaping country image in Chile. Diplomatic posts are no longer merely protocol-driven acts, but part of an active competition for attention and narrative in a highly competitive digital environment. The study analyzes the digital diplomacy of the Chinese and U.S. embassies in Chile on Instagram (January–June 2026). It reveals two distinct soft power strategies: China prioritizes culture, emotional engagement, and the bilateral relationship, while the United States focuses its agenda on education, innovation, and regional leadership.