TikTok overtakes Instagram as Brazil’s favorite network

RIO DE JANEIRO, BRAZIL – If you’re a little more plugged into what’s hot on the internet, the Best Social Platform of the 5th Canaltech Awards winner is not a surprise. That is because TikTok consolidated its meteoric growth – experienced all over the planet and especially in Brazil – and took the preference of the popular vote.

According to the website DataReportal, TikTok had 74.1 million active users in Brazil in January 2022. The data put Brazil as the third country with the most participants in the network but only includes users over 18 years old, so it is likely that the number of Brazilians there is even higher.

OVERTAKING (OTHER) GIANTS

Facebook Inc. and Instagram are the biggest social networks on the planet and still lead the ranking of the most used in Brazil. Still, it is undeniable that TikTok is here to stay and revolutionize the market. Not by chance, Meta (ex-Facebook Inc.) and Google have been betting on the format of short vertical videos in their platforms.

Moreover, even those who do not use the Chinese network come across content that bombed there and ended up in rivals such as Instagram and Twitter or went viral on WhatsApp and Telegram. Now, the proof of this success is confirmed again with the popular vote of the 5th Canaltech Award dethroning Instagram, winner of the previous edition, to crown TikTok as the favorite social network in Brazil this year.

SHORT AND DIRECT

Despite having expanded the maximum size of videos supported a few times this year, indicating that it intends to rival the other platforms of the genre further, TikTok has established itself as the home of short videos. The average length of the network’s most successful videos was 47 seconds between January and August 2021, reveals ListenFirst Media, indicating that the appeal of this shorter format is still immense.

And far beyond the repeated dances, TikTok is a broad and diverse space from the point of view of the type of material published there. News, cooking, games, humor, history, art, music, soccer, auto racing, and sports in general: all this and much more helps to explain why the Brazilian public has fallen in love with TikTok.

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