According to the study "The Portuguese and Social Networks" by the Marktest Group, Instagram consolidated its position as the main social network used by Portuguese people to follow companies and brands in 2025.

Among users who follow brands on social media, 72,9% choose Instagram, reinforcing the leadership it gained in 2023.

The report shows that 54,7% of Portuguese people with social media profiles follow brands or companies, making these platforms a central channel for commercial communication and digital relationship building.

The preference for Instagram confirms the growing commitment of brands to visual content, short formats, and more immediate communication, especially relevant to younger audiences.

Facebook loses ground, but maintains leadership among 45-64 year olds.

Facebook, which was overtaken by Instagram in 2023, continues to lose relevance: in 2025, it was mentioned by 55,2% of brand followers, a decrease compared to previous years. Even so, it remains the dominant network among users aged 45 to 64, demonstrating a more mature generational profile.

YouTube comes in third place, mentioned by 13,6% of respondents. Penetration is significantly higher among residents of Greater Porto, where 22,4% cite it as their preferred platform for following brands. The combination of long-form videos, reviews , tutorials, and entertainment content continues to reinforce the platform as a relevant destination for commercial communication.

The study reinforces that social media continues to be a key point of contact for companies seeking to strengthen brand awareness, build trust, and influence purchasing decisions.