Latin America Social Media Outlook 2023

Facebook and Twitter Hemorrhage Users While TikTok Thrives

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About This Report
It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.
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Executive Summary

In 2023, Facebook and Twitter will experience strong declines in user growth as headwinds mount. Instagram and TikTok will benefit most from the exodus of users.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What do declines in Facebook and Twitter users mean for Latin America’s social media landscape?
  2. Will up-and-coming platforms like Koo and Kwai displace any of their larger rivals—chiefly Twitter and TikTok?
  3. What will marketers and advertisers need to watch for this year?

WHAT’S IN THIS REPORT? Our latest forecast for social users in Latin America, including breakouts for Argentina, Brazil, Chile, Colombia, Mexico, and Peru. We also discuss key trends for Facebook, Twitter, TikTok, Instagram, and Snapchat.

KEY STAT: TikTok will be Latin America’s fastest-growing major social platform in 2023. Meanwhile, a continued exodus of users will drag growth into negative territory for Facebook and Twitter, with the latter experiencing its first-ever user decline.

Download
Share
About This Report
It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.
Table of Contents

authors

Matteo Ceurvels

Contributors

Jade Appel
Associate Forecasting Analyst
Paola Flores-Marquez
Researcher, Latin America & Spain
Peter Newman
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst
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