State of TikTok in Brazil 2020

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

TikTok is a Chinese video-sharing social networking service owned by ByteDance. It is used to create short dance, lip-sync, comedy and talent videos.

TikTok became available in Brazil after merging with Musical.ly in 2018. The application allows users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds.

After merging with Musical.ly in August, downloads rose and TikTok became the most downloaded app, the first Chinese app to achieve this.
In 2019, media outlets cited TikTok as the 7th-most-downloaded mobile app of the decade, from 2010 to 2019.
It was also the most-downloaded app on the App Store in 2018 and 2019.

HypeAuditor conducted a brief research to find out how the Brazilian TikTok influencer ecosystem looks like.

For that research, we have analyzed 3.1 Million TikTok influencers (TikTok accounts those have over 1000 followers) from around the world and 29K influencers from Brazil

Key Findings

  • 7.01% of influencers have over 100K followers, they can collaborate with brands and get paid for advertising.
  • On average Brazilian TikTok influencers have 199 videos uploaded into their feed.
  • In Brazil 9.76% of accounts have over 500 media entries.
  • Core TikTok audience in Brazil are female between 13 and 24 years old (56.8%).
  • Engagement Rate of Brazilian TikTok influencers is 20% higher than average worldwide Engagement rate

Distribution of TikTok influencers by number of followers in Brazil

The majority of Brazilian TikTok influencers have between 5K and 20K followers. Only 7.01% of influencers have over 100K followers, they can collaborate with brands and get paid for advertising.

TikTok content in Brazil

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For many TikTok influencers TikTok can be not just a hobby but a potential source of income.

On average Brazilian TikTok influencers has over 199 videos uploaded into their feed. It is 30% less compared to global average uploaded number of videos, which is 260.

In Brazil only 9.76% of influencers accounts have over 500 media entries. For example in India 39.4% of accounts had over 500 media entries. 

Audience of TikTok Influencers in Brazil

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Core TikTok audience in Brazil are female between 13 and 24 years old (56.8%).

There is a large number of users between 13 and 17 years old (40.7%).
It is worth noting that the number of young girls (age 13-17) who use TikTok in Brazil(31.07%) is abnormal and does not occur in other countries.

Engagement Rate of TikTok Influencers in Brazil

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Average Engagement Rate Worldwide is 15.86% and Average Engagement Rate in Brazil is 19.30%.

Engagement Rate is Likes + Comments + Shares divided by Views number.

Engagement Rate or ER is a commonly used benchmark of success on TikTok as it can determine if an influencer is connecting with their audience.

It is also worth noting that the average engagement of Brazilian influencers is 20% higher than the worldwide average.

TikTok users in Brazil are more engaged in influencers’ content.

Top 10 TikTok influencers in Brazil

1. Yasminartdrawing
Number of followers: 9.6M
Number of likes: 271.3M
ER: 22.5%

2. Maisa
Number of followers: 9.2M
Number of likes: 49.9M
ER: 14.8%

@maisa

mt dificil gravar com a câmera traseira kkkkk

♬ Then Leave – BeatKing

3. Whinderssonnunes
Number of followers: 9M
Number of likes: 27.8M
ER: 11.6%

4. Tirullipa
Number of followers: 8.6M
Number of likes: 61.6M
ER: 12.2%

@tirullipa

#tirueseuleôncio #trollagem mais uma que eu peguei o véio kkkkkkk #foryou #fyp 😂😂

♬ som original – tirullipa

5. Lucasranngel
Number of followers: 7.8M
Number of likes: 112.1M
ER: 12.2%

6. Annita
Number of followers: 7.1 M
Number of likes: 23.5M
ER: 9.2%

7. Luismariz
Number of followers: 6.7M
Number of likes: 224.6M
ER: 21.1%

@luismariz

Eu dava pause nessa cena ✋🏻👀

♬ se essa vida fosse um filme – GIULIA BE

8. Felipeneto
Number of followers: 6.7M
Number of likes: 57.6M
ER: 18.5%

@felipeneto

IT DOESN’T MATTER 🤷🏻‍♂️ @eibrunagomes

♬ som original – felipeneto

9. Viihtube
Number of followers: 6.4M
Number of likes: 79.4M
ER: 20.8%

@viihtube

HAHAHHAHA #foryou Comenta o nome da sua amiga que chegaria assim com você 👇🏻 #foryoupage

♬ single ladies – Ashanti Segunial

10. Brunabarbieoficial
Number of followers: 6.2M
Number of likes: 70.4M
ER: 12.2%

About HypeAuditor

This report was made by HypeAuditor

HypeAuditor is an AI-powered Instagram, TikTok and Youtube analytics tool that helps to get insights about the creator’s audience, increase advertisers’ ROI and safeguard authenticity in influencer marketing. It sets a standard for the Instagram analytics by providing the most accurate data.

HypeAuditor applies machine learning to determine behavioral patterns and identify fake followers and engagement on influencer accounts. It presents users with a breakdown of demographic data for an influencer’s audience and brings benchmarks for each metric for influencers with a similar number of followers.