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 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.

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.

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.

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.

84 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 12,153 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.

"Sent private messages" and "Liked posts by other users or followed people" 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 12,570 respondents in Brazil, in 2025.

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.

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 36 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.

We asked Brazilian consumers about "Social network usage by brand" and found that "Instagram" takes the top spot, while "Quora" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 12,570 consumers in Brazil.

During a February 2023 survey in Brazil, approximately 65 percent of respondents who knew the concept of social commerce reported usually shopping through Instagram. Google Shopping and WhatsApp followed, mentioned by 56 and 47 percent of the interviewees, respectively.

As of January 2021, approximately 14.5 percent of social media users in Brazil were women aged between 25 and 34 years. Meanwhile, about 1.7 percent of users in the South American country were men aged 65 and older. The number of social network users in Brazil is predicted to continue growing in the near future.

According to a 2024 survey, around 41 percent of social media platform users in Brazil had a Bachelor's degree qualification. Another 27 percent of social network users had an upper secondary education and were eligible to attend university, while another ten percent of respondents had technical or vocational education qualifications. Among all platforms, LinkedIn and Pinterest were the ones in which most of its users had a college degree.

In September 2021, 79 percent of children in Brazil aged 10 to 12 years used the YouTube app via smartphone, making it the most popular social media app. A survey of Brazilian parents found that additionally, 77 percent of children in Brazil in that age group also used WhatsApp, and 59 percent used TikTok on mobile. Regardless of age, YouTube was still the most popular mobile app among Brazilian children 12 years old or younger.

According to a 2024 survey, the largest proportion of social media users in Brazil lived in large cities with populations between 100 thousand to 1 million inhabitants. However, most of the users of Tumblr and Reddit lived in megacities with over 5 million inhabitants. Moreover, the audience bases of Facebook, Instagram and YouTube were the most representative of the type of community where social media platforms users lived, besides these being the most popular networks in the country.