Brazil: A market guide for content strategists

With a total population of over 203 million, Brazil is the largest e-commerce market in South America and has the highest GDP in the region. It also boasts one of the fastest growing economies in the world.

If you’re expanding your marketing efforts into Brazil, you’ll get the most bang for your buck by adapting your content strategy. That means localising every aspect of your approach from the marketing channels you use to the message you focus on.

Marketing in Brazil: 5 things to consider

1. Transcreate your content

The primary language spoken in Brazil is Portuguese. 

Note: Brazilian Portuguese is different to European or African Portuguese. According to the British Council, only around 5% of Brazilians have some knowledge of English. So to connect with your Brazilian audience in a meaningful way, transcreating your content effectively is a must. (p.s. You can chat with us about that).

2. Be social

Brazil as a country has the fifth-highest rate of social media consumption in the world with the most popular channels being WhatsApp, Instagram and Facebook.

3. Size matters

Brazil is the largest country in South America, and just as LA and NYC have very different vibes, so too do the different regions of Brazil. This is particularly important if you’re focusing on key calendar events as part of your content marketing strategy. Different dates, celebrations and holidays have varying significance depending on where you are.

4. It’s who you know

Family and community networks are an integral part of Brazilian culture. This sentiment extends to the brands people choose to support, both in terms of discovery and purchase decisions. Keep this in mind when you’re crafting your message and designing your customer experience. For example, consider partnering with established and trusted Brazilian creators and influencers to introduce your products or services.

5. Shop local

If relevant, consider listing your products on Brazil’s preferred local e-commerce sites including Mercado Livre, Americanas, and Submarino.

Key dates in Brazil

• Jan 1: New Year’s Day
• Late Feb/Early March : Carnival
  A multi-day festival of dancing, feasting, colour, and music held in the run up to Lent. The largest celebration takes place in Rio de Janeiro.
• March/April: Good Friday/Easter Monday
• April 21: Tiradentes Day
  A national holiday marking the execution of Brazilian national hero Joaquim Jose da Silva Xavier, who fought for independence from Portugal.
• May 1: Labor Day
• Second Sunday in May: Mother’s Day
• Second Sunday in August: Father’s Day
• September 7: Independence Day
  Parades are held in many cities, the largest event being in Brasília.
• October 12: Our Lady of Aparecida Day
  A festival honoring the patron saint of Brazil, the Virgin Mary Aparecida. The most significant events are held in São Paulo.
• Nov 2: All Soul’s Day
  A day on which people visit the graves of loved ones to leave candles and flowers.
• December 25: Christmas Day

Final fun fact!

Brazil’s national dish is feijoada completa; a mix of 20 different kinds of dried, salted or smoked meats simmered in a black bean stew. Yum!

As brands and businesses compete to secure a share of Brazil’s rapidly growing economy, it will be the ones who reflect local priorities, preferences and experiences in their marketing efforts that will be successful. A fully localised content strategy is key to building a trusted international brand and business. 

Whether you need scaled support to execute on your content strategy or are just getting started, we can help. Get in touch today to learn more about CultureSmith’s international content services.