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, digital marketing platform specialized in online visibility.
"The increase in visits to X in Brazil in 2024 occurs", inclusive, due to the very controversy that the network went through during the year in Brazil. This brought more attention to the site and also revealed that other networks cannot, still, deliver the same experience as X with quick and controversial debates and interactions, explain Erich Casagrande, Marketing Leader at Semrush in Brazil
Besides X, in 2024, platforms like TikTok and Reddit have 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%, increasing from 77 million to over 110 million visits, driven by engagement in niche communities and real-time discussions.
Reddit can establish 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, account Erich Casagrande
On the other hand, sites like Snapchat, Youtube, LinkedIn, Pinterest and Instagram experienced declines in their visits over the past year. "What stands out here is the decline of YouTube", one of the most relevant search engines alongside 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 remain significant, complete 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%)
- Blueskybsky.appChinese app that came to replace X – 6,9 million monthly visits (+3.971,7%)
- Snapchat – 814 thousand monthly visits (-48,1%)
- Bilibili (largest anime community, comics and games from 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 significant loss of users. Despite its popularity in North American and European countries, in Brazil the platform is facing a strong decrease in engagement. This drop is due, mainly, the competition of Instagram Stories, that won over a large part of the audience, and possibly due to the lack of innovation on the platform. Furthermore, a controversial redesign affected the user experience, while other social networks have evolved to better serve the Brazilian audience
