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.
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
What do declines in Facebook and Twitter users mean for Latin America’s social media landscape?
Will up-and-coming platforms like Koo and Kwai displace any of their larger rivals—chiefly Twitter and TikTok?
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.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Key Points
Social Media Usage Is Flourishing in Latin America, Despite the Chaos
Facebook Is Falling Out of Favor With Users
Twitter Will Lose Users Under Elon Musk’s Control
TikTok Cements Its Prominence in Latin America’s Social Network Ecosystem
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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.