Property Portal and Marketplace Site Social Media Rankings: South America

October 8, 2020
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Last week, we shared our list of the top portals in Europe based on social media following on Facebook, Twitter, and LinkedIn. The next region we visit is South America, where MercadoLibre reigns.

Portal Social Media Followers South America


When looking at Facebook followers, at the top of the pile is none other than MercadoLibre, the Argentinian online marketplace giant. The platform currently has approximately 15.7 million followers on its Facebook page, leading in followership by a huge margin within the region. 

In second place is a similar horizontal platform to MercadoLibre, which would explain such large numbers in social media popularity. OLX Brazil has 9.1 million followers on its Facebook page, alone. 

In third place, with 3.9 million followers, is Imovelweb, a Brazilian property portal that covers homes, apartments, condos, and commercial buildings, currently owned by the Latin American classifieds giant Navent.

The top three have follower counts in the millions but the numbers drop off there. 


When it comes to Twitter, OLX Brazil usurps MercadoLibre in first position just a 2,000 follower difference. OLX Brazil currently has approximately 146,700 followers on its Twitter account. This is a huge drop in follower-count compared to its Facebook page. 

Likewise, the other two spots for most Twitter followers are only in the hundreds of thousands at most. 

Second place is MercadoLibre with 144,000 followers on its Twitter account. 

A large drop still, but a newcomer to the list is AoCubo, the Uber-like take on real estate which has been rebranded from


Leading the charge again, this time when it comes to LinkedIn follower count, is MercadoLibre with approximately 497,500 followers. 

Second place goes back to OLX Brazil with 105,600. Imovelweb takes third place with approximately 43,600 LinkedIn followers. 

A common theme we noticed while scouring these websites and sifting through their social media accounts is that, half of the time, the website will have some of the company’s social media accounts in the footer of the homepage, but not all of the accounts. 

Take for instance AoCubo. There are links to Facebook and LinkedIn but not Twitter. Is this a problem of prioritizing? Or is this a glanced over issue that is more than prevalent with smaller sites? 

October 8, 2020
Victoria has been writing about property portals and marketplace sites for Online Marketplaces for over 3 years. She is also our resident artist and is responsible for all of the infographic content on the site.

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