Visits to X (formerly Twitter) increased by 462.8% in the last year in Brazil, with a monthly average of more than 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 also due to the controversy that the network faced during the year in Brazil. This brought more attention to the site and also revealed that other networks are still unable to deliver the same experience as X with quick and controversial debates and interactions”, explains Erich Casagrande, Marketing Leader at Semrush in Brazil.
In addition to X, in 2024, platforms like TikTok and Reddit also stood out with growth or stability. TikTok maintained a monthly average of 150 million visits due to its continuous enhancement of interactive features and relevance among young people. Reddit experienced 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 can consolidate itself in Brazil as it already does in other regions, being one of the main networks for debates and sharing information on various topics in the community, with little or no commercial presence of brands”, says Erich Casagrande.
Conversely, sites like Snapchat, YouTube, LinkedIn, Pinterest, and Instagram experienced drops in their visits over the past year. "What draws the most attention here is the decline of YouTube, one of the most relevant search engines alongside Google. One possible factor for this reduction is the increasing presence of TikTok among the younger generations. However, the volume and relevance of YouTube still remain significant," completes Erich.
Check out the list of the Top 10 social networks and 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 application that came to replace X)– 6.9 million monthly visits (+3,971.7%)
- Snapchat– 814 thousand monthly visits (-48.1%)
- Bilibili (Southeast Asia's largest anime, comics and gaming community)– 351 thousand monthly visits (+8.4%)
At the beginning of 2024, Snapchat started with over 1.2 million visits but ended with less than 650,000, reflecting a significant loss of users. Despite its popularity in North America and Europe, the platform faces a significant decline in engagement in Brazil. This decline is mainly due to the competition from Instagram Stories, which captured a large part of the audience, and possibly to the lack of innovation on the platform. Furthermore, a controversial redesign affected the user experience, while other social networks evolved to better serve the Brazilian audience.
