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).

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.

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, 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.

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.

Among the most popular social media platforms, Instagram is the one that consumers use the most when searching for products to purchase, according to a 2025 survey carried out in Brazil. Around ** percent of shoppers use the platform for this purpose, followed by ** percent who use Youtube. Facebook came in third with a little over ** percent.

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 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.

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.

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.

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.

** 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.

*********************** 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.

As of August 15, 2022, sponsored Facebook and Instagram posts mentioning current Brazilian President Jair Messias Bolsonaro have received around double the investment than those referencing the country's former Chief of State and again-candidate Luiz Inácio Lula da Silva. In total, at least 3.1 million Brazilian reals were spent with such publications between June and mid-August. Spending on posts referring to Bolsonaro nearly reached 1 million Brazilian reals in July. Facebook and Instagram have been the most used social media platforms by political candidates in Brazil ahead of its general elections, set for October 2022.

Even though TikTok was the social media app with the highest user engagement in Brazil in 2024, generating 28 hours and 34 minutes of average monthly usage, WhatsApp was the most used and second favorite social network in the country, with an average user engagement of more than 24 monthly hours. Instagram followed with 23 hours and 35 minutes of average use time per month.

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.

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

Over ***percent of Brazilian consumers already purchased a product from Instagram after seeing an advertisement on this platform, according to a 2025 survey. Those who bought a product after a Facebook ad accounted for over ** percent.

During a survey conducted among companies in Brazil between March and November 2024, around ** percent reported having an account on messenger apps like WhatsApp and/or Telegram. About five years earlier, in 2019, the share stood at ** percent. Meanwhile, the percentage of companies on Twitter decreased by *** percentage points from the previous year. Within the same period, the share of Brazilian companies paying for online ads rose **** percentage points to ** percent.