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Social media usage in Brazil – statistics & facts

To say that Brazilians are heavy users of social media is an understatement. As far as the Twitter lingo goes, internet users in Brazil ‘invented’ – that is, excel at – the usage of social media. They spend, on average, almost four hours per day on social networking platforms, which sets the South American country as a global benchmark. With approximately two thirds of its population on social media, Brazil is home to over 140 million users of this type of online solution. The most popular ones include Facebook, Instagram, Twitter, Pinterest, and YouTube.

Fans of Facebook, Inc.

Tools and platforms belonging to Mark Zuckerberg’s Facebook, Inc. dominate the social media market also in Brazil. Likewise, Brazil dominates Facebook’s usership in South America: the Portuguese-speaking country had more Facebook users than Colombia, Argentina, Peru, Chile, Ecuador, Venezuela, and Bolivia combined. The same was true for Facebook Messenger. Facebook, Inc.’s other popular messaging solution – WhatsApp – is also a Brazilian favorite. Nearly all smartphone users recently surveyed in Brazil said they had WhatsApp installed on their mobile devices. Concurrently, Instagram – acquired by Facebook, Inc. in 2012 – is used by an entire generation of Brazilian digital influencers.

Challenges on and beyond TikTok

The first half of 2020 was remarkably impacted by the outbreak of COVID-19 and its resulting mobility restrictions. In Brazil, this translated into a decline in the use of YouTube, Facebook, and Pinterest, while the share of visits to Instagram and Twitter sites skyrocketed. Yet the social media buzz in that year was all about TikTok: Brazil accounted for over one tenth of all installs of TikTok worldwide in a single month. The platform, known for instant challenges that go viral, allowed some established stars to promote their brands online along with anonymous Brazilians now followed by millions. Internet users in Brazil might have ‘invented’ social media usage, but they also continue to reinvent it and to demand new features and tools.

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Social media usage in Brazil

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