As of the third quarter of 2024, WhatsApp was the most used social media platform in Brazil for 93.7 percent of the country's online audience. Instagram and Facebook followed, each being used by 92 and 81.5 percent of the Brazilian internet users. TikTok and Telegram were accessed by around 63.9 and 57.1 percent of users, while Facebook Messenger, Pinterest, Kuaishou, and LinkedIn accounted for smaller shares.

The number of social media users in Brazil was forecast to continuously increase between 2024 and 2029 by in total 45.5 million users (+34.03 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 179.21 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

In August 2024, Facebook concentrated around ***** percent of all social media site visits in Brazil. It was followed by Instagram and Pinterest with around ***** percent and ***** percent, respectively. Women were the majority of Instagram and Facebook users in Brazil.

In 2024, approximately 81 percent internet users from Brazil used social media, up from 72 percent in 2022. Meanwhile, WhatsApp was the most popular social network in Brazil, alongside Instagram, Facebook and TikTok.

According to a 2023 survey, ** percent of users of social media platform users in Brazil were Millennials. Among these platforms, Tumblr and Twitch had the youngest audiences, as with ** percent and ** percent of each app were from Generation Z. Meanwhile, Reddit and Snapchat were more popular among Millennial users than the average of other researched networks.

In 2024, over 92 percent of internet users aged between 16 and 34 years surveyed in Brazil stated that they used social media. Approximately four out of five responding internet users in Brazil said they were on social media.

As of early 2025, advertising on Instagram had the highest reach in Brazil among the presented social media platforms, at nearly ** percent. YouTube and Facebook followed, with about ** and ** percent, respectively.

According to a survey during the third quarter of 2024, 39.8 percent of online audiences in Brazil stated that Instagram was their favorite social media platform, with a usage reach of 92 percent among the online population. WhatsApp followed as the social platform of choice for around 31.2 percent of the respondents. Despite the significant growth of the platform, only 7.1 percent of Brazilian internet users said that TikTok was their favorite platform, while Facebook was preferred by 6.8 percent of the Brazilian internet users.

A survey conducted between March and August 2024 found that approximately 85 percent of internet users in the South region of Brazil were social media users. Meanwhile, 81 percent of users residing in the Central-West and North regions use social media, whereas around 77 percent of responding inhabitants of the Northeast region stated the same.

The reach of social networks in Brazil is forecast to experience significant growth in all segments in 2028. Particularly striking is the exceptionally strong increase of the segment Instagram towards the end of the forecast period, which is predicted to reach over *** million users by 2029. Find further statistics on other topics such as a comparison of the social network reach in Spain and a comparison of the ad spending in the world.The Statista Market Insights cover a broad range of additional markets.

According to a 2024 survey, around ** percent of leading social media platform users in Brazil were women and ** percent were men. Among these networks, Reddit and Twitch had the largest proportion of male users, with men making up ** percent and ** percent of the audience of each platform, respectively. Conversely, around ** percent of Pinterest users in Brazil were women. Meanwhile, platforms like Twitch and Tumblr in Brazil had the largest shares of Generation Z users when compared to other mainstream platforms in the country.

The average ad spending per internet user in the 'Social Media Advertising' segment of the digital advertising market in the United States was forecast to continuously increase between 2023 and 2028 by in total 33.4 U.S. dollars (+14.41 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 265.17 U.S. dollars and therefore a new peak in 2028. Notably, the average ad spending per internet user of the 'Social Media Advertising' segment of the digital advertising market was continuously increasing over the past years.Find other key market indicators concerning the revenue and revenue growth.The Statista Market Insights cover a broad range of additional markets.

A survey conducted in the third quarter of 2024 found that around **** percent of internet users in Brazil used social media to stay in touch with friends and family. Reading news stories was the second main reason for using social media for about **** percent of the respondents. Finding inspiration for things to do and buy and filling spare time were important reasons for **** and **** percent of social media users, respectively.

The growth of social media advertising spending in the United States was forecast to continuously slow down between 2025 and 2028. The growth rate stood at 14.4 percent in 2024. In 2028, it is expected to amount to 7.7 percent. Find other key market indicators concerning the average ad spending per internet user (ARPU) and revenue.The Statista Market Insights cover a broad range of additional markets.

The social media penetration rate in Brazil was forecast to continuously increase between 2024 and 2028 by in total 7.2 (+9.11 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 86.24 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

** percent of Brazilian respondents answer our survey on "Most used social media platforms by type" with "Instant messengers (e.g., WhatsApp, Facebook Messenger, WeChat)". The survey was conducted in 2023, among ****** consumers.Find this and more survey data on most used social media platforms by type in Brazil in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

In 2024, 80 percent of)responding male internet users from Brazil said they used social media, for the first more than the online women surveyed. The penetration rate of social media among internet users in Brazil was higher among people aged between 16 and 34 years.

According to a 2024 survey, around ** percent of Brazil's leading social media service user base leaned toward a Right-wing political position. Besides being used by the majority of the country's population, Facebook, Instagram, TikTok and YouTube reflected the general political landscape among social media platform users in the country. Overall, LinkedIn and Twitch were the platforms with the highest distribution of users holding Right-wing political positions, while Tumblr had the highest proportion of Left-leaning users.

*********************** and *********************************************** are the top two answers among Brazilian consumers in our survey on the subject of "Most common social media activities".The survey was conducted online among 13,000 respondents in Brazil, in 2025.

We asked Brazilian consumers about "Social network usage by brand" and found that *********** takes the top spot, while ******* is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 13,000 consumers in Brazil.