Even though access to social media in Brazil is projected to increase over the next years, the country does not reach the top positions regarding penetration rate in the continent, ranking behind neighbors like Argentina, Peru, and other nations in the Caribbean. Still, social media enjoys huge popularity among Brazilians: more than 84 percent of its population uses such platforms daily, with access rates among adults of around 92 percent.
Meta’s success in Brazil is such that its products earned nicknames of “Face,” “Insta,” and “Zap” by the country’s users, holding the hegemony of the Brazilian social media market. Installed in virtually every smartphone in the country, the popularity of WhatsApp in Brazil is such that its presence goes from personal communication to an expansion into e-commerce, plus its influence in the country’s politics.
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Research expert covering internet & gaming in Latin America and Spain