For the first time, we have published our TikTok user forecast for Mexico, one of the hardest-hit countries by the pandemic. As people there stayed home more in 2020, many turned to the internet for entertainment, and the number of monthly TikTok users surged 222.5% year over year, according to our estimates.

Latin America. Startup Investment Will Expand in the Region. CB Insights puts startup investment in Latin America at $9.3 billion in H1 2021, a fraction of what went into Europe, but a figure nearly double that of all investments made in the region during 2020.

We define “social commerce” as products or services ordered via social networks, such as Facebook, Instagram, Pinterest, TikTok, WeChat, Line, VK, and others, either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or through clicking links on the social network that lead to the retailer’s product page to complete the purchase.

TikTok: In March 2021, Walmart partnered with TikTok for a second live shopping event on the platform, following a pilot of the livestream shopping program in December 2020. Walmart hasn’t provided sales figures from the first live event but told TechCrunch in March that it received seven times more views than expected and a 25% increase in its TikTok follower count.

This report explores the impact the pandemic has had on our latest regional estimates and trends for total media, traditional media, digital, and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

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.

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.