Our research conducted with a sample of Brazilian users aged 18–64 highlights how deeply social media is embedded in daily life across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Data)

General platform usage and daily active usage (logging in at least once per day) can differ significantly. A platform might show moderate overall usage while driving strong daily engagement—or vice versa. For full data, expanded bases, and the complete report, you can contact Datambar to purchase the country report. The insights below are shared in limited scope for decision-makers such as market researchers, advertisers, academics, and students.

• YouTube is extremely strong in daily usage: Because Brazil has a very developed video culture, daily viewing is very high across all ages.
• Instagram is the social media heart of the country: Due to the influencer economy and intense visual‑content consumption, daily engagement peaks especially among the 18–44 age group.
• TikTok is a rapidly growing giant: Short‑video creation and consumption lead to an incredible rise in daily usage, especially among young users.
• Facebook is heavily used by mature audiences: Among ages 35–54, news, group interactions, and community usage increase daily log‑ins.
• Pinterest is strong among female users: Daily usage is high among women aged 25–44, especially for fashion, design, and lifestyle content.
• Snapchat drives engagement among youth: Daily log‑ins stand out among young adults due to visual messaging behaviors.
• X (Twitter) is active for agenda and sports content: In Brazil, football (soccer) trends are the main driver of daily usage.
• Telegram has a strong community structure: Its daily usage grows steadily through group communication, announcements, and closed communities.

🎯 Strategic Recommendations

• Broad reach and daily engagement: YouTube + Instagram
• Youth targeting: Instagram + TikTok
• Female‑focused campaigns: Instagram + Pinterest
• Male and agenda‑driven content: X (Twitter)
• Community communication and secure announcements: Telegram