J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Social media advertising and marketing in Brazil – statistics & facts
In Brazil, the trending topic during the second half of 2024 entailed the Supreme Federal Court's unanimous decision to ban X, formerly known as Twitter and humorously called "Xwitter" by its now ex-users. The late August ruling followed X's failure to name a company representative while the Court tried to suspend accounts selected for spreading false and misleading information. Some internet users turned to Bluesky, which emulates pre-Elon Musk Twitter in shape and form. Meanwhile, advertisers and marketers speculated about the consequences for branding: In 2024, X ranked first among the top social media for content marketing worldwide.
However, as of late 2023, microblogging stood among Brazil's least popular social media categories, reaching less than three out of 10 internet users and lagging behind platforms such as LinkedIn, Facebook, YouTube, and WhatsApp. But social media's importance for Brazilian marketers is undeniable. According to a 2024 survey, nearly 100 percent included social networks in their campaigns. For comparison, less than two-thirds utilized blogs and content as marketing channels, while radio and TV's share stood at 30 percent.
However, as of late 2023, microblogging stood among Brazil's least popular social media categories, reaching less than three out of 10 internet users and lagging behind platforms such as LinkedIn, Facebook, YouTube, and WhatsApp. But social media's importance for Brazilian marketers is undeniable. According to a 2024 survey, nearly 100 percent included social networks in their campaigns. For comparison, less than two-thirds utilized blogs and content as marketing channels, while radio and TV's share stood at 30 percent.
