Social media usage continues to grow in Mexico, where eight out of ten people use these platforms monthly, according to the latest report, entitled The State of Social Media 2025 by Comscore, a leading cross-platform audience measurement company.
The study reveals that 80.3% of Mexico’s digital population accesses social networks each month, spending an average of 44 hours on line in doing so. Facebook stands out as the platform with the highest level of engagement, capturing more than 28% of all interactions in the country.
Across Latin America, Mexico ranks third in social media access, behind Brazil and Argentina. Regionally, the most visited platforms in April 2025 were Facebook (232 million visitors), WhatsApp (217 million), Instagram (168 million), and TikTok (153 million).
TikTok has further solidified its role as a key trendsetter, with a 28% increase in video posts during the first five months of the year. Instagram also showed significant growth, with a 33% rise in reel engagement between 2023 and 2024.
“These figures confirm that video remains the most viral and effective format for connecting with audiences,” said Fernando Vega, Social Solutions Senior Specialist at Comscore.
YouTube reaches 74.1% of Mexico’s digital population, and more than 50% of total watch time now comes from Connected TV (CTV) devices, surpassing mobile and desktop consumption. This reflects a shift toward larger screens and more immersive viewing experiences.
In terms of content creators, influencer and celebrity accounts generated 36% of all global user interactions on social media. In Mexico, Farid Dieck, Poncho De Nigris, and Santa Fe Klan topped the TikTok influencer list with 28, 22, and 8 million interactions, respectively, in April.
The report also highlights the rise of virtual influencers—AI- and graphic design-generated personalities—who are beginning to build communities, collaborate with brands, and offer new storytelling possibilities while providing greater reputational control.
As part of its expansion in Latin America, Comscore announced that its Social Incremental Audiences solution—measuring deduplicated audience access across desktop, mobile, and social media—will be launched in new markets including Chile, Colombia, and Peru. It was already available in Brazil, Mexico, and Argentina.
“Now more than ever, brands and media need to understand how their audiences interact with content across multiple platforms,” said Vega, emphasizing the need for integrated metrics to support strategic decision-making in today’s digital landscape.
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Mexican Press Agency is part of ALMA, which is dedicated to news and information about Mexico and Mexicans in the United States and is a fiscally sponsored project of Social Focus, a 501(c)(3) nonprofit organization based in Redwood City, California.
