Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past webinars and other events.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok now has more than 100 million users in Latin America

TikTok’s adoption has exploded in Latin America. In our inaugural forecast, we estimate that TikTok surpassed the 100 million user mark in the region last year. In 2022, users will surge 12.8% year over year (YoY) to 136.1 million. More than 3 in 10 internet users will be on the platform.

The company’s growth trajectory in Latin America has been remarkable:

  • In 2020, TikTok became the region’s third-largest social network, overtaking Twitter and Snapchat.
  • This year, its user numbers will be almost double that of Twitter’s and 3.5 times that of Snapchat’s.

Brazil is TikTok’s biggest market in Latin America. With 52.3 million monthly users, the country will account for nearly 40% of all TikTok users in the region this year. Mexico will be its second-largest market, with 27.6 million users, or one-fifth of the regional total.

Brazil will also have the second-highest number of TikTok users after the US (90.6 million). Mexico will come in fourth. But TikTok will have a higher penetration rate among internet users in Mexico than in any other country in the region—with Brazil a close second.

What does this forecast mean for marketers in Latin America?

Social networks are extremely popular in Latin America and offer marketers a fundamental tool to engage with consumers during various stages of the buyer journey, from product discovery to post-purchase.

“TikTok started off as a relatively unknown social platform, but it quickly took Latin America by storm,” said Matteo Ceurvels, Insider Intelligence’s senior analyst for Latin America and Spain. Now, with more than 100 million users in the region, companies can no longer exclude TikTok from their digital marketing strategies. "It needs to be center stage," Ceurvels said.

The time has come for brands to reinvent themselves on TikTok. With the September 2021 launch of TikTok For Business in Argentina, Colombia, Chile, and Peru, marketers in these countries can now use a wide range of digital advertising solutions—including TikTok Marketing Partners and its creator marketplace—to make authentic connections with new audiences.