Brazil has the fifth largest population of social media users worldwide and the second-largest out of Asia, only second to the United States. Such a vast market represents a land of opportunities for multiple online social networks. Especially considering its potential growth: with little more than two thirds of Brazilians on social media , millions of inhabitants of this Portuguese-speaking country may still create their first profiles in the following years. It has been forecast that the number of users in Brazil will increase by 13 percent between 2021 and 2025, adding up to over 180 million. Whereas a single holding dominates this segment, old and new players continue to fight for a larger share of the audience.

The omnipresence of Facebook, Inc.

Mark Zuckerberg’s corporation leads the social media industry in Brazil. Its flagship company, Facebook, along with WhatsApp (acquired by Facebook, Inc. in 2014) and Instagram (purchased in 2012), are the top mobile apps among Brazilian smartphone users . Their hegemony, however, is not without vicissitudes. Throughout 2020, Instagram’s market share grew by nearly 66 percent compared with the previous year, but Facebook’s share in total social media site visits in Brazil decreased by almost 15 percent. Meanwhile, WhatsApp turned into a common trait in the lifestyles of most Brazilian consumers , expanding beyond the realms of messaging and social networking and entering that of e-commerce. Still, competitors continue to challenge the successes of “Face,” “Insta,” and “Zap” – the nicknames users in Brazil gave to the three leading social media solutions in that country.

TikTok trends up, but YouTube still prevails

Between 2019 and 2020, the number of TikTok users in Brazil increased by over 14.3 percent. This growth is roughly three times higher than the total number of social media users in that South American country in the same period (5.3 percent). The app run by Beijing-based ByteDance quickly became a platform both for celebrities and anonymous people who want their 15 minutes, or seconds, of fame. Nevertheless, many Brazilians still prefer longer videos. According to 2021 estimates, the number of YouTube users in Brazil stood at practically 149 million in 2021 – over 35 times bigger than TikTok’s user base as of that same point in time. It remains to be seen if the Chinese newcomer will eventually surpass the video-sharing platform controlled by Google since 2006.

Interesting statistics

In the following 8 chapters, you will quickly find the 34 most important statistics relating to "Social media usage in Brazil".


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