Latin America Social Network Users 2022

TikTok Takes Flight as Other Platforms Fight to Win New Users

Executive Summary

People in Latin America love social networks. Social media use in the region is nearly synonymous with internet usage. In 2022, Facebook, Instagram, TikTok, Snapchat, and Twitter will each gain new users, but certain platforms will fare better than others.


  1. How many people in Latin America use social networks, and which countries are fueling growth?
  2. What are the biggest trends in social platform usage in Latin America?
  3. What do these trends mean for marketers in Latin America?

WHAT’S IN THIS REPORT? Our updated forecast for social network users in Latin America through 2025, with breakouts for Argentina, Brazil, and Mexico. We also discuss key trends at Facebook, Instagram, Snapchat, TikTok, and Twitter.

KEY STAT: TikTok’s growth trajectory in Latin America has been remarkable. As the region’s third-largest social network, TikTok’s Latin America users will be almost double Twitter’s and 3.5 times the size of Snapchat’s by the end of the year.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Is Social Network Usage Changing in Latin America in 2022?
  4. What Are the Biggest Trends in Social Platform Usage?
  1. What Does This Forecast Mean for Marketers in Latin America?
  2. Appendix
  3. Read Next
  4. Listen Next
  1. Sources
  2. Media Gallery

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Matteo Ceurvels


Ethan Cramer-Flood
Senior Forecasting Writer
Paola Flores-Marquez
Researcher, Latin America & Spain
Zach Goldner
Junior Forecasting Analyst
Debra Aho Williamson
Principal Analyst

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