Leading Social Media Brands in Brazil: Q1 2025 Insights

In the dynamic realm of social media, brands are constantly vying for user attention and engagement. As we delve into Q1 2025, TikTok, YouTube, and WhatsApp emerge as leading brands in Brazil, showcasing significant audience reach across their respective platforms. Sensor Tower's comprehensive data analysis provides invaluable insights into these trends, highlighting the interplay between web and app usage.

TikTok

TikTok's presence in Brazil is robust, with its TikTok app and websites, tiktok.com and douyin.com, capturing wide audiences.

• Audience Trends:

  • tiktok.com consistently attracted over 40M unique visitors monthly, with a peak in January 2025 at approximately 44M.

  • douyin.com saw fluctuations, with a notable spike in January 2025, reaching nearly 184K unique visits monthly.

  • True audience figures remained stable above 110M monthly across both platforms, indicating a strong cross-platform presence.

• App Engagement:

  • The TikTok app maintained a steady increase in monthly active users, peaking at over 92M in March 2025.

• Ad Spend & Channels:

  • A significant advertising push occurred in December 2024, with monthly spend exceeding $150K and impressions reaching over 78M, primarily via Facebook and Instagram.

YouTube

YouTube's dominance in Brazil is highlighted through its extensive web and app reach, accessible via youtube.com and the YouTube app.

• Audience Trends:

  • Monthly web visits surpassed 300M, with a peak in January 2025 at over 330M.

  • The true audience remained steady at around 200M monthly, showcasing a balanced web and app user base.

• App Engagement:

  • The app consistently engaged over 139M monthly active users, indicating strong mobile user retention.

• Ad Spend & Channels:

  • Minimal monthly ad spend was observed, with a slight increase in March 2025, focusing on Facebook.

WhatsApp

WhatsApp continues to be a communication giant in Brazil, with its WhatsApp Messenger app and whatsapp.com website.

• Audience Trends:

  • Web visits remained high, consistently above 22B monthly, with a peak in January 2025.

  • The true audience hovered around 200M monthly, reflecting its widespread use.

• App Engagement:

  • Monthly active users increased steadily, reaching over 118M by March 2025.

• Ad Spend & Channels:

  • A notable spike in monthly ad spend occurred in December 2024, with TikTok as the primary channel.

Conclusion

The data from Q1 2025 underscores the influential role of TikTok, YouTube, and WhatsApp in Brazil's social media landscape. Sensor Tower's unparalleled ability to cross-reference web, app, and advertising data provides essential insights into these platforms' performances, helping brands navigate the complex digital ecosystem effectively.

For deeper insights into audience behaviors and advertising strategies, Sensor Tower's Web Insights, Pathmatics, and App Performance Insights offer invaluable resources.