X (formerly Twitter) is a favorite site of Brazilians: visits increased 462.8% in the last year in Brazil

X (formerly Twitter) visits 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 X visits in Brazil in 2024 occurs, including, by the very controversy that the network spent during the year in Brazil. This brought more attention to the site and also revealed that other networks can not yet deliver the same experience as X with debates and quick interactions and controversy”, explains Erich Casagrande, Marketing Leader of Semrush in Brazil.

In addition to X, in 2024, platforms such as TikTok and Reddit also stood out with growth or stability. TikTok maintained a monthly average of 150 million visits, due to its constant improvement of interactive features and relevance among young people. Reddit had a significant increase of 46.3%, from 77 million to more than 110 million visits, driven by engagement in niche communities and real-time discussions. 

“O Reddit can consolidate in Brazil as it already occurs 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.

In contrast, sites like Snapchat, Youtube, LinkedIn, Pinterest and Instagram have had falls in their visits in the last year.“O that draws more attention here is the fall of YouTube, one of the most relevant search engines with Google. One of the possible factors for this reduction is the growing presence of TikTok among younger generations.However, the volume and relevance of YouTube still remain significant”, Erich adds.

Check out the list with the Top 10 of social networks and traffic volume in Brazil: 

1. YouTube 3.27 Billion monthly visits (-26.7%)
2. Instagram 558 Million monthly visits (-6,1%)
3. TikTok 151 Million monthly visits (+4.4%)
4. X (formerly Twitter) 131 Million monthly visits (+462,8%)
5. Reddit 86 Million monthly visits (+46.3%)
6. LinkedIn 75 Million monthly visits (-26,7%)
7. Pinterest 72 Million monthly visits (-16,5%)
8. Bluesky (bsky.app / Chinese app that came to replace X) 6.9 Million monthly visits (+3,971.7%)
9. Snapchat 814 Thousand monthly visits (-48,1%)
10. Bilibili (largest anime, comic book and gaming community in Southeast Asia)  351 Thousand monthly visits (+8.4%)

In early 2024, Snapchat started with more than 1.2 million visits, but ended with less than 650 thousand, reflecting a large loss of users. Despite its popularity in countries in North America and Europe, in Brazil the platform faces a strong decrease in engagement. This drop is mainly due to the competition of Instagram Stories, which won a large part of the audience, and possibly the lack of innovation in the platform. In addition, a controversial redesign has affected the user experience, while other social networks have evolved to better serve the Brazilian public.