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.

TikTok’s adoption has exploded. In our inaugural forecast, we estimate that TikTok surpassed the 100 million user mark in the region last year. In 2022, users will surge 12.8% year over year (YoY) to 136.1 million. More than 3 in 10 internet users will be on the platform.

According to a May 2021 Opinion Box report, nearly two-thirds (63%) of Facebook users in Brazil purchased a product or service discovered on the platform, while nearly 6 in 10 (58%) made a purchase recommended by someone on Facebook. Investments in social media are table stakes for all businesses—not just SMBs.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.

Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.

Integrations with Shopify and other payment platforms have made it easier for brands and influencers to set up shop on social media. This has created the potential to expedite the funnel from discovery to purchase on social networks.

Our fifth annual primary research survey reveals the level of trust US social media users have in nine major social platforms, and the role trust plays in the willingness to engage with advertising on those platforms.