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.

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.

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.

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 quarter, we are adding TikTok to our social media update series, which analyzes key developments for marketers from the major social platforms.