Brazilians love social media. But to make a lasting impact, you’ll need to go beyond Facebook. Here’s what you need to know about the Brazil social media landscape.

Fun. Friendly. Chatty. Joyful. Just a few things Brazilian culture is well known for.

So it’s no surprise they love social media. In fact, they spend an average of 3 hours and 40 minutes each day scrolling, liking and viewing.

This is partially thanks to the government. They invested heavily in the country’s internet connectivity to bridge the technology gap between rich and poor. As a result, 122 million Brazilians are now on social media – 87.7% of the country’s total internet population.

That’s why mastering the Brazil social media landscape is the best way to boost brand engagement, loyalty and sales. Here’s how to make it work.


Google’s Orkut exploded onto the Brazilian market in 2005. For years, it was the country’s most popular platform. Probably because, unlike its rivals, Google translated it into Portuguese.

But after a slow start, Facebook gained traction, overtaking Orkut in 2011. Today, Brazil is Facebook’s fourth largest market. So it’s a must for any effective Brazilian social media strategy.

Orkut shut down in 2014. But its successor, Google+, has also been a success. Brazilian users are the platform’s third largest demographic. Don’t start preparing a Google+ strategy just yet though. Various data security issues forced Google to shut the platform down in April 2019. This may well lead to a spike in uptake for other platforms. Keep an eye out and adjust your strategy accordingly.

Twitter is also popular in Brazil, but it’s used for news or celebrity updates. Following brands is rare, so you’ll need to partner with influencers to make any headway. This strategy paid off for telecoms provider Claro. They gained thousands of Twitter followers after partnering with Cristiano Ronaldo.


Brazilians love video – 44% of Brazilian internet users watch at least one video a day. And it can boost your sales.

Look at Nissan. In 2011, their YouTube video, Pôneis Malditos (Damn Ponies), became a viral sensation, almost doubling car registrations.

Because internet connectivity is so widespread, YouTube is popular across social groups. In 2012, children in poorer areas of Rio began sharing videos of dance battles. It’s a feel-good story that’s positively impacted their lives. And it’s evidence that whatever your strategy, you’ll find your audience on YouTube.

The video site also plays a cultural role in Brazilians’ lives. In recent years, it’s partnered with and broadcast huge events like Carnival worldwide. Plus, some of Brazil’s most influential public figures are YouTube vloggers like Felipe Neto. Tapping into these trends will amplify your message.


For many Brazilians, texting is not an option. SIM cards are too expensive – they cost 55 times more than in the US.

So when WhatsApp entered Brazil in 2009, it immediately took off. Now, it’s the main way 96% of Brazilian smartphone users communicate. Your brand should use it too.

But WhatsApp isn’t just about messaging. It’s how people, businesses and even government agencies manage transactions and relationships.

With it, you can speak directly to customers – a huge advantage, as 98% of WhatsApp messages are opened and read. Small boutiques are already doing this. They alert customers and send photos of new collections. In some stores, customers can even message a salesperson to reserve select pieces.

Hellman’s Brazil have also mastered the platform. In 2014, they started recommending recipes based on what users had in their fridge. Chefs shared photos and videos of techniques. Meanwhile, users could receive alerts when they needed to remove dishes from the oven.

Stuck for ideas? Consider adapting your successful strategies from similar apps like Facebook Messenger or LINE.


In some large cities, outdoor advertising is frowned upon. And in São Paulo, it’s illegal. This, combined with the fact large creative agencies do most of the media buying, means digital advertising is huge. So don’t stay organic – invest in high quality social media ads.


The Brazil social media landscape gives you huge scope for flexibility. And with such high usage rates, Brazil is an ideal testing ground for campaigns across channels. So don’t play it safe. Branch out from Facebook and Twitter. Explore what YouTube and WhatsApp have to offer – your efforts will be rewarded.

Need inspiration for your next big social campaign? Take a look at our global social media service, and let us know how we can help.

Photo by bruce mars from Pexels

ABOUT Isabel Evans

Busy studying for my Master’s in Cognitive and Decision Sciences at UCL, I’m fascinated by how and why people do things. As well as researching and writing for Wordbank, I love learning about culture and was in my element living and studying in Paris.

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