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EMARKETER

Latin America Social Media Outlook 2023

Facebook and Twitter Hemorrhage Users While TikTok Thrives

Report by Matteo Ceurvels  |  Jan 23, 2023

Worldwide Social Media Outlook 2023

Our data and analyses across 6 regions: US, Canada, Latin America, Asia-Pacific, Europe, and UK

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Download
Report
Deck
Spreadsheet
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Social Media Usage Is Flourishing in Latin America, Despite the Chaos
Facebook Is Falling Out of Favor With Users
Twitter Will Lose Users Under Elon Musk’s Control
TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
Listen Next
Sources
Media Gallery
About This Report
It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.
Topics
Social Media Users
Social Media Usage
Social Media Marketing
Latin America
Table of Contents
Executive Summary
Key Points
Social Media Usage Is Flourishing in Latin America, Despite the Chaos
Facebook Is Falling Out of Favor With Users
Twitter Will Lose Users Under Elon Musk’s Control
TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
Listen Next
Sources
Media Gallery

Executive Summary

In 2023, Facebook and Twitter will experience strong declines in user growth as headwinds mount. Instagram and TikTok will benefit most from the exodus of users.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What do declines in Facebook and Twitter users mean for Latin America’s social media landscape?
  2. Will up-and-coming platforms like Koo and Kwai displace any of their larger rivals—chiefly Twitter and TikTok?
  3. What will marketers and advertisers need to watch for this year?

WHAT’S IN THIS REPORT? Our latest forecast for social users in Latin America, including breakouts for Argentina, Brazil, Chile, Colombia, Mexico, and Peru. We also discuss key trends for Facebook, Twitter, TikTok, Instagram, and Snapchat.

Social Network User Growth in Latin America, by Platform, 2023 (% change)
E-Mail ChartDownload

KEY STAT: TikTok will be Latin America’s fastest-growing major social platform in 2023. Meanwhile, a continued exodus of users will drag growth into negative territory for Facebook and Twitter, with the latter experiencing its first-ever user decline.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Social Media Usage Is Flourishing in Latin America, Despite the Chaos
  1. Facebook Is Falling Out of Favor With Users
  2. Twitter Will Lose Users Under Elon Musk’s Control
  3. TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
  1. Listen Next
  2. Sources
  3. Media Gallery

Charts in This Report

Social Network User Growth in Latin America, by Platform, 2023 (% change)Social Network Users in Latin America, by Country, 2021-2026 (millions)
Top 10 Countries, Ranked by Social Network User Penetration, 2023 (% of internet users)Facebook Users in Latin America, by Country, 2021-2026 (millions)
Social Network User Penetration in Latin America, by Platform, 2020-2026 (% of social network users)Twitter Users in Latin America, by Country, 2020-2024 (millions)
Reasons Twitter Users in Brazil Have Deactivated Their Twitter Account, Dec 2022 (% of respondents)Twitter User Penetration in Latin America, by Country, 2014 & 2023 (% of social network users)
TikTok Users in Latin America, by Country, 2021-2026 (millions)TikTok User Growth in Latin America, by Country, 2023 (% change)
Social Network User Penetration in Mexico, by Platform, 2020-2026 (% of social network users)
Download
Report
Deck
Spreadsheet
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Social Media Usage Is Flourishing in Latin America, Despite the Chaos
Facebook Is Falling Out of Favor With Users
Twitter Will Lose Users Under Elon Musk’s Control
TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
Listen Next
Sources
Media Gallery
About This Report
It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.
Topics
Social Media Users
Social Media Usage
Social Media Marketing
Latin America
Table of Contents
Executive Summary
Key Points
Social Media Usage Is Flourishing in Latin America, Despite the Chaos
Facebook Is Falling Out of Favor With Users
Twitter Will Lose Users Under Elon Musk’s Control
TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
Listen Next
Sources
Media Gallery

authors

Matteo Ceurvels

Contributors

Jade Appel
Associate Forecasting Analyst
Paola Flores-Marquez
Researcher, Latin America & Spain
Peter Newman
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst
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