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.

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.

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.

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.

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.