It’s no secret that consumers in Latin America are notoriously heavy social network users; 87.1% of the region’s internet users will use a social network at least once a month in 2020, more than those in any other world region. Now, TikTok is benefiting from that love of online socializing where its blend of music, dancing, and video is attracting a fast-growing audience.

And the youthful skew of the Hispanic population yields a receptive audience for platforms like Snapchat and TikTok. Hispanics overindex for social user penetration, but just slightly. We estimate that 68.6% will be social users in 2021, vs. 64.4% of the total population.

Latin America. Strong growth in Latin America will be underpinned by the performance of one of the platform’s standout countries: Mexico. In 2020, the country will overtake Brazil to account for the largest number of Snapchat users in the region (10.7 million MAUs versus 10.1 million in Brazil). Decent growth in user numbers in Latin America.

Twitter ranks as the No. 3 social network in Latin America and has almost twice as many users as Snapchat. Brazil is by far the largest Twitter market in Latin America, making up more than half (51.1%) of all users in the region, followed by Argentina and Mexico. Pandemic Leads to Bump in Users Across Latin America.

We expect the number of Instagram users to rise by 24.5% over 2019, compared with 18.1% for Asia-Pacific and 13.8% for Latin America. The five fastest-growing countries for Instagram are all developing markets. They are India, Mexico, Japan, the Philippines and Brazil. Facebook has not updated its Instagram user figures since July 2018, when it said it had more than 1 billion MAUs worldwide.

Latin America, however, unexpectedly leapfrogged Central and Eastern Europe a couple of years ago and is now widening the gap.

TikTok’s user base will increase substantially in 2020. Despite a ban on the app in India and efforts to restrict it in the US, TikTok will continue to expand in many countries in 2021.

This report covers key events in the global social media market, new data, trends and business activity in Q2 2019. It also includes our updated forecasts for social network users in Asia-Pacific, Europe, Latin America and worldwide.