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As of January 2021, Brazil was the Latin American country with the most Twitter users, concentrating an addressable audience of approximately **** million on the social network. This was followed by Mexico and Argentina, with ** million and **** million Twitter users, respectively. Overall, social networking remains one of the main online activities throughout Latin America.

Brazilians on Twitter focus on entertainment

It is a common saying in Brazil that memes are the country’s most consistent institution. This may be the reason why the increasing number of Brazilians on Twitter tend to focus on sources of entertainment. The most popular profiles included those of soccer players Neymar Jr., Kaká, and Ronaldinho Gaúcho, followed by comedians Danilo Gentili and Whindersson Nunes and by axé diva Ivete Sangalo. Meanwhile, the leading brand on Twitter in Brazil was the local operation of Netflix, also notorious for spreading memes and, at times, snapping back at other profiles.

Twitter users in Mexico are mostly male and young

Whereas the most followed profiles from this North American country were also celebrities, it was a beauty vlogger – Yuya – who caught the attention of the Mexican ‘twittersphere’. Overall, the user base of this microblogging solution has a defined profile. Men accounted for over ** percent of Twitter users in Mexico. Moreover, the platform was more popular among mobile phone users aged 18 to 34 years.