Latin America Social Media Outlook 2023: Facebook and Twitter Hemorrhage Users While TikTok Thrives

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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.

***Read the full report here.

Key Points

  • More internet users will use social networks in Latin America than anywhere else in the world. And advertisers can’t get enough. In countries like Brazil and Colombia, social platforms account for the lion’s share of the digital ad mix.

  • Facebook remains the leading social platform—for now. This year, its user base in Latin America will be over 1.4 times that of Instagram and more than double TikTok’s. However, Instagram will overtake Facebook in Brazil, its largest Latin American market, in 2025.

  • Twitter’s wings will be clipped under Elon Musk’s leadership. Between 2022 and 2024, it will lose 5.4 million users in Latin America. Platforms like Indian social media app Koo stand to benefit most as users look for alternatives to Twitter.

  • TikTok will be this year’s fastest-growing social network. But it, too, has experienced a deceleration in growth while the platform faces increasing competition from Instagram, regionally, and Kwai, in Brazil.