Visits to X (formerly Twitter) increased by 462.8% in the last year in Brazil, with a monthly average of over 151 million visits in 2024, according to an exclusive survey by Semrush, a digital marketing platform specialized in online visibility..
“The increase in visits to X in Brazil in 2024 is partly due to the controversies the platform faced during the year in the country. This brought more attention to the site and also revealed that other platforms still cannot deliver the same experience as X with fast-paced and controversial debates and interactions,” explains Erich Casagrande, Marketing Lead for Semrush in Brazil.
Apart from X, platforms like TikTok and Reddit also stood out in 2024 with growth or stability. TikTok maintained a monthly average of 150 million visits due to its continuous improvement of interactive features and relevance among younger users. Meanwhile, Reddit saw a significant increase of 46.3%, rising from 77 million to over 110 million visits, driven by engagement in niche communities and real-time discussions.
“Reddit may solidify its presence in Brazil as it has in other regions, becoming one of the main platforms for debates and sharing information on various topics within communities, with little to no commercial presence from brands,” says Erich Casagrande.
On the other hand, sites like Snapchat, YouTube, LinkedIn, Pinterest, and Instagram saw declines in visits over the last year. “What stands out the most here is the drop in YouTube visits, one of the most relevant search engines alongside Google. One possible factor for this decline is TikTok’s growing presence among younger generations. However, YouTube’s volume and relevance remain significant,” adds Erich.
Check out the list of the Top 10 social media platforms and their traffic volume in Brazil:
- YouTube – 3.27 billion monthly visits (-26.7%)
- Instagram – 558 million monthly visits (-6.1%)
- TikTok – 151 million monthly visits (+4.4%)
- X (formerly Twitter) – 131 million monthly visits (+462.8%)
- Reddit – 86 million monthly visits (+46.3%)
- LinkedIn – 75 million monthly visits (-26.7%)
- Pinterest – 72 million monthly visits (-16.5%)
- Bluesky (bsky.app / Chinese app that came to replace X) – 6.9 million monthly visits (+3,971.7%)
- Snapchat – 814 thousand monthly visits (-48.1%)
- Bilibili (largest anime, comics, and gaming community in Southeast Asia) – 351 thousand monthly visits (+8.4%)
At the beginning of 2024, Snapchat started with over 1.2 million visits but ended with fewer than 650 thousand, reflecting a significant loss of users. Despite its popularity in North American and European countries, the platform is experiencing a sharp decline in engagement in Brazil. This drop is mainly due to competition from Instagram Stories, which attracted a large portion of its audience, and possibly a lack of innovation on the platform. Additionally, a controversial redesign affected the user experience, while other social media platforms evolved to better serve the Brazilian audience.
