Nearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.

The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

Ad relevancy may not be enough to move the needle for those who aren’t already active social commerce users. In that situation, advertisers may need to focus more heavily on other trust areas, like privacy or safety. Appendix: Demographic Breakouts. Here is additional insight on social commerce usage by age, generation, gender, income, and race/ethnicity.