Most Used Social Networks in Brazil in 2025: Updated Ranking and Global Comparison

Brazil remains at the top of the podium when it comes to social media usage. In 2025, we continue to be one of the most connected countries in the world—and with that, understanding which are the most used social networks in Brazil has gone from a curiosity to a strategic decision for brands, content creators, agencies, and companies of all sizes.

With digital habits changing rapidly, knowing where your audience is isn't just useful. It's essential.

This year, some trends were surprising: Facebook grew again among adults, TikTok's advance slowed down, and new networks like Threads and BeReal began to gain ground behind the scenes. Meanwhile, WhatsApp, YouTube, and Instagram maintain their leadership, but with changes in how Brazilians interact with these platforms.

The digital behavior of Brazilians has evolved: we have moved from being passive consumers to becoming full-time creators, buyers, and influencers. This directly impacts how companies position themselves, promote their products, and build communities.

In this complete guide from BestContent AI, you will discover:

• The updated ranking of the most popular social networks in Brazil in 2025
• Comparisons with the global scenario
• Digital behavior trends
• Emerging platforms that deserve attention
• And, most importantly, how to use this data to transform your content strategy

If you want to attract more followers, engage intelligently, and invest in the right platforms, this article is the ideal foundation. Continue reading and discover how the Brazilian social landscape is shaping the future of digital marketing.

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1. The New Social Media Landscape in Brazil in 2025

If there's one undeniable truth about the Brazilian public, it's that we love social media. In 2025, this reality not only persisted—it intensified. Brazil continues to be among the countries with the highest average daily time spent on social platforms, with an average of 3 hours and 43 minutes per day, surpassing the global average and solidifying our place at the top of the world engagement ranking.

But the current scenario goes far beyond usage time. In an increasingly dynamic digital environment, new networks emerge, others lose strength, and behaviors constantly change. And for those working in marketing, content, or digital business, understanding this new map is essential for making assertive decisions.

Solid Growth and Digital Maturation

In 2025, more than 150 million Brazilians regularly use a social network. That is, almost 7 out of 10 Brazilians are present on these platforms. But it's not just about quantity: usage is more intentional, segmented, and multi-platform.

Today, it is common for the same user to switch between WhatsApp for conversations, Instagram for inspiration, TikTok for quick entertainment, LinkedIn for career, and YouTube for learning—all in a single day. This shows that each network has come to occupy a specific role in the user's routine, requiring equally specific strategies from brands and creators.

Usage by Age Group: Gen Z and the 50+ Audience

The young audience continues to lead in presence and usage time, especially on short-video networks. However, a noteworthy fact is the significant growth of the audience over 50 on platforms like Facebook, YouTube, and WhatsApp. This age group seeks connection with family, reliable information, and practical content, and has become more active than ever—a highly relevant behavior for brands wishing to diversify their audiences.

At the same time, Generation Z (born from 1996 onwards) sets the pace for networks like TikTok and Threads, where speed, spontaneity, and visual identity are essential. This audience seeks authenticity and speed, rejects overly "promotional" content, and values interactive experiences.

The Innovation Cycle and Digital Fatigue

Another relevant point is the phenomenon of content fatigue. Amidst so many visual stimuli and information overload, many users have begun to seek smaller networks with less noise and more purpose. This is one of the reasons why platforms like BeReal, Discord, and private communities on WhatsApp and Telegram are gaining space—even if outside the main spotlight.

There is also a movement back to "slower" content, such as long-form videos on YouTube or texts on LinkedIn, contrasting with the immediacy of reels and stories. This shows that Brazilians are learning to balance depth and agility in their digital consumption.

Social Platforms are Now Information and Consumption Hubs

If social networks were once seen only as entertainment environments, today they are multifunctional platforms. In 2025:

• More than 60% of Brazilian users search for news directly on social networks.
• About 40% have already purchased a product after seeing a post or ad.
• 1 in 3 follow brand profiles as a way to stay informed.

In other words, social networks are no longer just "complements" to communication—they are central points of decision and influence.

What This Scenario Demands of You

Faced with this complexity, it is not enough to be present on social media—you need to be strategically positioned on each one. This involves understanding the role of each platform, the formats preferred by your audience, and, above all, constantly analyzing data and trends.

The good news? With the landscape mapped out, you can adapt your strategy and occupy the right place, on the right network, speaking to the right person—at the right time.

2. TOP 10 Most Used Social Networks in Brazil in 2025

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With an audience connected for more than 3 hours and 40 minutes a day, Brazil is a powerhouse in digital presence. But being on the right networks is as important as being on any network.

Below, you will find the updated ranking of the 10 most used social networks in Brazil in 2025, with updated data, audience profiles, dominant content types, and the reasons why each one continues (or not) at the top.

1. WhatsApp

• Active users in Brazil: +147 million
• Type: Messenger with social features
• Highlight: Quick communication, groups, communities, and channels
• Dominant audience: All age groups

The most used app in Brazil continues to be the center of social and commercial interactions. In 2025, the "Channels" and "Communities" features transformed WhatsApp into a social network in its own right. Brands, creators, and companies use the app for direct and personalized relationships, replacing emails and even websites.

2. YouTube

• Active users in Brazil: +138 million
• Type: Video (long and short)
• Highlight: YouTube Shorts and visual search
• Dominant audience: Adults, youth, and 50+

YouTube remains the largest video platform in the country and one of the most versatile. It is growing in both passive consumption (long videos) and the short-form video vertical with Shorts. It is also one of the largest search engines in Brazil, used for learning, shopping, and entertainment.

3. Instagram

• Active users in Brazil: +134 million
• Type: Visual (image, video, stories)
• Highlight: Reels and lifestyle content
• Dominant audience: Young adults (18 to 35)

Instagram remains very strong in Brazil, especially with the use of Reels and Instagram Shopping. Content creators, influencers, and brands explore the various formats (feed, stories, reels, lives) to keep engagement high and the audience close.

4. Facebook

• Active users in Brazil: +109 million
• Type: Generalist social network
• Highlight: Groups and Marketplace
• Dominant audience: Adults and 50+

Despite predictions of decline, Facebook has started to grow again in usage among adults and the 50+ audience. In 2025, interest groups and the Marketplace sustain its relevance. Regional brands, infopreneurs, and local businesses still perform very well on the platform.

5. TikTok

• Active users in Brazil: +92 million
• Type: Short and viral video
• Highlight: Creativity, trends, and music
• Dominant audience: Generation Z and youth up to 30

TikTok remains very strong, but in 2025 it began to show signs of maturation. Competition with Reels and Shorts has increased, and the audience demands more value in the content beyond pure entertainment. Still, it continues to be one of the channels with the highest organic reach.

6. Facebook Messenger

• Active users in Brazil: +85 million
• Type: Integrated messenger
• Highlight: Page chats, bots, and campaigns
• Dominant audience: Adults and businesses

Messenger remains relevant because it is integrated with Facebook, especially for customer service and digital support. Although quiet, it is still among the most installed and used apps in the country.

7. X (Twitter)

• Active users in Brazil: +23 million
• Type: Text, opinion, and trending topics
• Highlight: Real-time and event coverage
• Dominant audience: 25 to 44 years old

After changing its name to "X," the former Twitter maintains a loyal base in Brazil, mainly for news, politics, sports, and pop culture. Although smaller in total users, its potential for virality is unique.

8. Telegram

• Active users in Brazil: +19 million
• Type: Messenger with group features, bots, and channels
• Highlight: Massive groups and automations
• Dominant audience: Men, tech professionals, educators

Telegram is a platform with a more technical and informative profile. It is growing among infopreneurs, content creators, and educational channels, thanks to the freedom of file sharing, bots, and advanced community features.

9. LinkedIn

• Active users in Brazil: +18 million
• Type: Professional and career
• Highlight: B2B content and networking
• Dominant audience: Professionals between 25 and 50 years old

LinkedIn has become more than just an "online resume." In 2025, it is a network of professional influence and strategic content production. B2B companies, consultants, and executives invest heavily in the platform.

10. Pinterest

• Active users in Brazil: +12 million
• Type: Visual inspiration, niche-focused
• Highlight: Decoration, fashion, recipes, crafts
• Dominant audience: Women between 25 and 44 years old

Pinterest remains relevant in creative inspiration niches, being an excellent platform for passive traffic and content discovery. Ideal for segments like design, architecture, fashion, and DIY.

Honorable Mentions (growing in Brazil):

• Threads: Meta's bet on interactive text-based content.
• BeReal: Authenticity and zero filters.
• Lemon8: Asian aesthetics, lifestyle, and fashion.
• Discord: Grew beyond the gaming world, used by creators and communities.
• Reddit: Still timid in Brazil, but with constant organic growth.

3. Most Used Social Networks in the World – Global Comparison

When we look at the Brazilian ranking, we see a combination of social platforms and messengers with great penetration and diversity of uses. But what about the rest of the world? Do the same apps dominate?

In this section, we will compare the most used social networks in Brazil with the global ranking, revealing similarities, differences, and global trends that help to understand the digital landscape as a whole.

The World Ranking of Social Networks in 2025

According to the latest data, these are the 17 most used social networks in the world by number of active users in 2025:

Brazil vs. The World: What's different?

Although Brazil is highly integrated into the global scene, some cultural, political, and technological differences directly impact the popularity of certain platforms.

What's big abroad, but almost non-existent here:

• WeChat: Essential in China, it combines a social network, digital bank, e-commerce, and messaging. In Brazil, it is practically irrelevant.
• Douyin and Kuaishou: Chinese versions of TikTok with a huge user base. They do not operate officially in Brazil.
• Snapchat: Still strong in the US, UK, and India, but has lost almost all relevance in the Brazilian market.
• Reddit: Very popular in North America and Europe for forums and debates, it still has a timid presence in Brazil.

What's strong in Brazil, but secondary in the world:

• WhatsApp: Although used globally, its penetration and centrality in Brazil are unique. It's a "disguised social network" here.
• Telegram: In Brazil, it grew strongly as an alternative to WhatsApp, driven by communities and digital creators.
• Facebook's continued relevance: Although it is declining in many countries, in Brazil it is still active—especially among adults and local businesses.

Causes of these differences:

• Language and cultural barriers: Networks like Reddit, Discord, and Snapchat were slow to adapt their content and usability for the Brazilian public.
• Monetization model: Brazil values networks that offer free and accessible content, with practical functions (like groups and marketplace).
• Infrastructure and mobile data: Lighter networks, like WhatsApp and Telegram, grow more in countries with broadband limitations.
• Political and informational landscape: Platforms like Telegram, Twitter, and Facebook are actively used in contexts of political debate and news.

Brazil as a global benchmark for engagement

While Brazil ranks 5th among countries with the most social media users in absolute numbers, in terms of average daily usage time, we are in the Top 3 globally.

This makes the behavior of the Brazilian public a reference for global trends, especially for companies in marketing, technology, and digital behavior.

Networks adapt their features based on feedback from Brazilian users—as happened with WhatsApp stickers, Instagram live streams, and Facebook communities.

Platforms in global decline

• X (Twitter) is repositioning after its name change but still suffers from user loss in Western countries.
• Facebook has lost traction with young people in markets like the US and Europe.
• Snapchat faces tough competition from Reels, TikTok, and Shorts.

However, many of these networks still find a lifeline in Brazil, thanks to a highly connected and experimental culture.

Conclusion of this section

[Comparative table Brazil vs. World].

The global comparison shows that, although we are part of the world scene, the behavior of the Brazilian public is unique and requires specific strategic decisions.

If you create content, work with marketing, or lead a digital brand, you need to look beyond the global numbers. You need to understand how people really use these platforms here—and Brazil does that like no one else.

4. Trends and Emerging Networks to Watch

The universe of social networks is not just made of giants.

In 2025, a new generation of platforms is gaining ground—not necessarily for their absolute numbers, but for the quality of the connection they promote. They cater to a growing demand for authenticity, niche, community, and new forms of expression, especially among younger generations.

In this section, we will introduce you to the emerging social networks that are already making an impact behind the scenes and that you definitely need to keep an eye on.

1. Threads: Meta's new "Twitter"

• Launch: 2023
• Type: Text and microblogging
• Global users: +220 million (expanding)

The platform created by Meta emerged as a direct response to Twitter/X, taking advantage of the instability on Elon Musk's platform. In 2025, Threads has already established itself as a lighter, more moderated space for discussions, quick ideas, and insights. Its direct integration with Instagram facilitates audience growth—and creators who already have a visual base can now migrate part of the dialogue to text.

Why watch:

• Textual content on the rise
• Ideal for thought leadership and brand behind-the-scenes
• Organic growth is still possible

2. BeReal: Authenticity as a trend

• Launch: 2020 (gained traction in 2023-2024)
• Type: Spontaneous, filter-free photos
• Dominant audience: Generation Z

BeReal proposes a network model where the user is notified at a random time to take a photo with the front and rear cameras—within 2 minutes. The result? Unposed, unedited, unplanned content.

Although still discreet in Brazil, the platform's proposal has influenced several other networks, which have begun to incorporate the "raw" aesthetic into their content.

Why watch:

• Represents a shift in behavior: less perfection, more truth
• Inspires authentic and spontaneous campaigns
• Can serve as aesthetic inspiration even without being adopted en masse

3. Lemon8: The "new generation's Pinterest"

• Origin: Created by ByteDance (same as TikTok)
• Type: Lifestyle, fashion, beauty, travel
• Visual style: Clean, editorial, inspirational

Lemon8 is a kind of hybrid between Instagram and Pinterest, focusing on highly curated visual content. The platform focuses on themes like aesthetics, routine, skincare, productivity, healthy eating, and organization—all with a clean, Korean-inspired aesthetic.

Although it hasn't exploded in Brazil, its popularity is growing among content creators focused on lifestyle and aspirational influence.

Why watch:

• Strong among young women and micro-influencers
• Can impact visual trends on Instagram and Pinterest
• Potential for collaborations with lifestyle brands

4. Discord: From gamer to communities

• Type: Voice, text, and video communication
• Dominant audience: Young adults, niches, creators

Originally popular among gamers, Discord has evolved to be one of the most complete group communication platforms. In 2025, it is used by content creators, brands, teachers, book clubs, remote teams, and even companies.

With channel organization, specific permissions, and bot integration, Discord allows for the creation of exclusive communities with high levels of engagement and moderation.

Why watch:

• Ideal for building a loyal community
• Useful in recurring revenue strategies (courses, mentorships, fan clubs)
• Great platform for medium/long-term relationships

5. Reddit: Growing in silence

• Type: Forums and interest-based communities
• Global users: +450 million
• Penetration in Brazil: Low, but growing

Reddit has never been "pop" in Brazil—but that is changing. In 2025, Brazilian users are starting to explore more thematic forums, mainly related to mental health, career, technology, and investments.

The platform is rich in in-depth debates, anonymity, and genuine collaboration, in addition to having a strong impact on creating trends that spread to TikTok, Twitter, and YouTube.

Why watch:

• Great barometer for understanding niches
• Source of insights and content research
• Natural growth with Gen Z and Millennials

Main trend: Niche is the new macro

More than going viral, users—especially the younger ones—want to belong to communities that represent them, even if they are small. Emerging social networks reflect this movement: less broad audience, more depth of connection.

For brands, this means the future is not just about "more followers," but about engaged communities, exclusive experiences, and real dialogues.

5. The Impact of Social Media on Brazilian Behavior

Social networks are no longer just a space for entertainment. Today, they shape decisions, behaviors, relationships, beliefs, and consumption habits. In Brazil—where the penetration of social media is one of the highest in the world—this impact is even more profound.

In 2025, social networks have consolidated themselves as a mirror of a digitized Brazilian society: vibrant, plural, eager for connection, and constantly exposed to an avalanche of stimuli.

Social media as a primary source of information

According to recent data, more than 60% of Brazilians get their information primarily through social media. This includes everything from local news to content on politics, health, and the economy.

The consequence of this is twofold:

Positive: Democratization of information, increased civic engagement, and quick access to news.

Negative: Proliferation of fake news, confirmation bubbles, and difficulty in checking reliable sources.

Instagram, X (Twitter), and WhatsApp are the main vectors of news shared in real-time—which requires extra attention from those who produce content and those who consume it.

The social commerce boom

Social networks have also transformed the purchasing behavior of Brazilians. If before it was necessary to visit a website, today purchasing decisions are influenced—and often finalized—within the platforms themselves.

• 4 out of 10 Brazilians have already bought something after seeing a post or ad.
• Instagram Shopping, TikTok Shop, and links on WhatsApp are the new "shopping carts."
• The aesthetics of the content have become almost as important as the product itself.
  The consumer journey is no longer linear. It is social, visual, and emotional—and this changes the entire logic of marketing.

Mental health and overstimulation

The excess of connection has also taken its toll. A study by FGV indicates that more than 70% of young Brazilians feel pressured to maintain a "perfect life" on social media. In addition:

• The fear of missing out (FOMO) has grown.
• Constant social comparison affects self-esteem, productivity, and well-being.
• Compulsive use of social media is linked to an increase in anxiety, procrastination, and insomnia.
  In response, some users have adopted practices such as "digital detox," conscious use, or migrating to more intimate and algorithm-free networks, like BeReal or private groups on WhatsApp.

The power of influence in daily life

Influencers, once restricted to the digital fame elite, are now everywhere: from creators with millions of followers to regional micro-influencers. In 2025, Brazilians:

• Trust recommendations from influencers more than traditional ads.
• Follow the routines of ordinary people as a form of identification.
• Make decisions (about purchases, travel, aesthetics, and even politics) based on stories.
  This behavior shows that authority today is built on relevance, not audience size.

Social media as an extension of identity

Finally, perhaps the most profound impact: for many Brazilians, social media is an extension of who they are. It is where they express opinions, build their image, validate achievements, connect, and even work.

This makes the digital environment not just a communication channel—but a territory of belonging, influence, and a battle for attention.

6. The Future of Social Media in Brazil

The Brazilian digital ecosystem is always in motion—and 2025 marks a turning point. It's not just about new networks, but a deeper change: how people want to relate online.

As Brazilians mature in their use of platforms, three major trends are emerging: niche communities, integrated artificial intelligence, and immersive experiences.

AI integrated into the social experience

Artificial Intelligence is no longer a behind-the-scenes feature. It's in the feed, in searches, in suggestions, and even in captions. In 2025:

• Instagram already offers content suggestions generated by AI.
• TikTok is testing a "virtual co-creator" for videos and scripts.
• Platforms like LinkedIn and Threads use AI to highlight relevant content based on intent and context.
  Furthermore, tools like BestContent AI allow creators and brands to plan, create, and schedule content with the support of contextual intelligence—increasing productivity and the precision of strategies.
  AI will be an invisible part of the entire social journey—from discovery to engagement.

The growth of closed communities

With the fatigue of infinite feeds and constant public exposure, many Brazilians are migrating to more private, segmented, and secure communities.

• WhatsApp Channels have become hubs for direct, noise-free content.
• Instagram's Close Friends has become a tool for exclusivity and monetization.
• On Telegram and Discord, creators build closed ecosystems with high engagement and a sense of belonging.
  This shift reflects a search for deeper connections, fewer algorithms, and more control over who and how they share.
  The future of social networks may be closer to a "digital club" than a "public square."

Social commerce and superapps in evolution

Networks like Instagram, TikTok, and YouTube are no longer just showcases—they are true interactive shopping centers.

And more: with the integration of payment methods, messaging, shopping, and services, networks are moving towards the superapp format—a concept popularized in Asia and now increasingly present in Brazil.

Examples:

• Creators selling products directly via live streams.
• Payments made within the app without redirection.
• Interactive ads with gamification.
  The social network of the future will also be your wallet, store, and customer service.

Augmented reality and immersive experiences

With the advancement of devices like Meta's glasses and smartphones with greater graphic capacity, social networks are beginning to explore content in augmented reality (AR) and digital immersion.

Although still in its early stages in Brazil, interactive filters, avatars, and 3D environments are already part of the routine on networks like Instagram, TikTok, and Snapchat.

Online socialization may evolve into interactive digital spaces, with more presence and personalization.

And what remains?

Despite all the evolution, some fundamentals remain:

• Authenticity will continue to be highly valued.
• Valuable content is still king.
• Relationships will be more important than reach.
  The networks of the future will have more technology, but what drives engagement will continue to be human: connection, identity, purpose.

7. Conclusion

If there's one thing 2025 has made clear, it's that Brazil doesn't just consume social media—it influences global trends. With millions of active users and one of the highest engagement rates in the world, our country is a true laboratory of digital behavior.

In this guide, you discovered:

• What are the most used social networks in Brazil
• How the Brazilian scenario compares to the global ranking
• Which platforms are on the rise behind the scenes
• The profound impact of social media on the daily life of Brazilians
• And what to expect from the main trends for the future

For brands, creators, and businesses, this means one thing: understanding digital behavior is no longer a differentiator—it's a prerequisite for growth.

The best strategy starts where the people are. And now you know exactly where they are.

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