Leading Social Media Brands in Brazil: Q4 2024 Analysis

Introduction

In the ever-evolving landscape of social media, brands like WhatsApp, YouTube, and TikTok continue to dominate the Brazilian market. As we analyze the data from Q3 to Q4 2024, Sensor Tower provides unparalleled insights into these platforms' cross-platform user behavior, leveraging our comprehensive datasets. This article delves into the performance and trends of these leading brands, highlighting their digital presence across websites and apps.

WhatsApp

WhatsApp's digital footprint is significant, with its website whatsapp.com and the WhatsApp Messenger app playing pivotal roles.

• Audience Trends: The monthly deduplicated audience for WhatsApp remained stable above 200M throughout Q4 2024. The website saw a decline from 23.8B visits in October to about 21B in December, indicating a seasonal drop.

• App Engagement: Monthly active users on the app increased steadily, reaching approximately 118M by December, showcasing a slight upward trend.

• Ad Spend & Channels: After a pause in October and November, monthly ad spend resumed in December, with TikTok being the primary channel, amassing over 69M impressions.

YouTube

YouTube maintains a robust presence through youtube.com and its YouTube app.

• Audience Trends: The website experienced a rise in visits, peaking at over 32B in December. The monthly deduplicated audience hovered around 200M, with a slight decline toward the end of the quarter.

• App Engagement: The app maintained stability in monthly active users, with numbers just above 139M throughout the quarter.

• Ad Spend & Channels: Monthly ad spend saw minor fluctuations, primarily on Instagram, with impressions reaching just over 9M in December.

TikTok

TikTok's reach is extensive, with its websites douyin.com and tiktok.com, alongside the TikTok app.

• Audience Trends: The monthly deduplicated audience grew to over 113M by December. Visits to tiktok.com increased steadily, with 719M in December, while douyin.com saw a decrease in activity.

• App Engagement: The app witnessed a notable increase in monthly active users, reaching approximately 88M by December, indicating growing engagement.

• Ad Spend & Channels: TikTok's monthly ad spend peaked in December, with over 78M impressions across Facebook and Instagram, highlighting a robust advertising strategy.

Conclusion

The data from Q4 2024 showcases the dynamic nature of social media platforms in Brazil. WhatsApp, YouTube, and TikTok continue to lead the market, each displaying unique trends and engagement patterns across web and app platforms. Sensor Tower's comprehensive insights underscore the value of cross-referencing web, app, and advertising data, offering an unparalleled view into the digital landscape. For more detailed insights, explore our offerings, including Web Insights, Pathmatics, and App Performance Insights.