Latin America’s Meta Ads Landscape: Audience Sizes on Facebook & Instagram
The combined cross-platform audience of Facebook and Instagram in Meta Ads across Latin America is estimated, based on the lower bound of Ads Manager forecasts, at 470,570,500 users aged 18 and above. The largest single market in the region is Brazil, with 160,200,000 users.
In terms of the share of users within the “Engaged Shoppers” targeting segment, LATAM as a whole falls into the group of regions with a medium level. On average, 33.9% of the regional audience belongs to this category. However, there is a wide variation across countries: some markets show a high share above 39% (e.g., Chile – 42.3%, Colombia – 39.9%), while others remain far below the regional average, with less than 11% (e.g., Nicaragua – 10.7%, Bolivia – 9.3%, Venezuela – 8.2%).
Below is a detailed table presenting both the total 18+ audience and the size of the Engaged Shoppers segment by country.
| Country | Total Meta Audience | Total Meta Engaged Shoppers | Share |
|---|---|---|---|
| Brazil | 160,200,000 | 56,300,000 | 35.1% |
| Mexico | 100,200,000 | 39,800,000 | 39.7% |
| Colombia | 38,300,000 | 15,300,000 | 39.9% |
| Argentina | 37,700,000 | 14,300,000 | 37.9% |
| Peru | 26,000,000 | 7,800,000 | 30.0% |
| Venezuela | 17,100,000 | 1,400,000 | 8.2% |
| Chile | 16,800,000 | 7,100,000 | 42.3% |
| Ecuador | 13,100,000 | 3,200,000 | 24.4% |
| Guatemala | 9,614,600 | 2,500,000 | 26.0% |
| Bolivia | 7,587,000 | 704,900 | 9.3% |
| Dominican Republic | 7,158,200 | 1,900,000 | 26.5% |
| Honduras | 4,823,200 | 1,100,000 | 22.8% |
| Paraguay | 4,375,700 | 845,300 | 19.3% |
| El Salvador | 4,258,800 | 1,400,000 | 32.9% |
| Nicaragua | 3,955,800 | 422,100 | 10.7% |
| Costa Rica | 3,916,200 | 1,600,000 | 40.9% |
| Panama | 3,032,900 | 722,700 | 23.8% |
| Uruguay | 2,928,300 | 1,100,000 | 37.6% |
| Haiti | 2,826,900 | 183,100 | 6.5% |
| Puerto Rico | 2,311,000 | 942,500 | 40.8% |
| Jamaica | 1,420,500 | 176,900 | 12.5% |
| Trinidad and Tobago | 1,031,600 | 300,400 | 29.1% |
| Guyana | 570,400 | 88,000 | 15.4% |
| Suriname | 368,400 | 57,900 | 15.7% |
| Belize | 269,100 | 41,300 | 15.3% |
| Bahamas | 258,500 | 62,400 | 24.1% |
| Barbados | 229,700 | 58,700 | 25.6% |
| Saint Lucia | 110,700 | 19,800 | 17.9% |
| Grenada | 81,300 | 16,400 | 20.2% |
| Dominica | 41,700 | 8,500 | 20.4% |
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