Latin America: change in market share of social media sites 2020

Between 2019 and 2020, the market shares of Facebook and Pinterest have declined in most of the six largest Latin American markets. In Brazil and Colombia, Facebook's market shared decreased by nearly 15 and 12 percent, respectively. Only in Chile Mark Zuckerberg's flagship saw an increase in market share: it went almost 5.2 percent up. Concurrently, Pinterest's market share in Chile decreased by over a third, while just in Brazil it went up – by around one third as well.

More videos, anyone?

Even though YouTube’s market share in Latin American countries remains somewhat modest – rarely surpassing 15 percent – it has risen amidst COVID-19 outbreak in the region. In Argentina, Colombia, and Mexico, the market share of Google’s video platform increased by approximately 74, 70, and 57 percent, respectively. But not all social media users turned to YouTube more often while quarantining: its market share decreased by almost one fifth in Brazil.

#stayhome (and double tap)

Instagram, which also belongs to Facebook, Inc., saw a more consistent expansion across Latin America’s key social media markets. In Brazil, its market share increased by nearly two thirds; in Mexico, by more than 50 percent; and in Peru, by over a fourth. Similarly, Twitter recorded growth in most of the countries listed, despite a two percent decrease in market share in Mexico. The market share of this San Francisco-based microblogging service rose by roughly 70 percent in Brazil and by 51 percent in Colombia.