Jul 31, 2025
If you’re trying to enter the Brazilian market relying solely on English content, it’s time for a reality check. Brazil is a massive market, with over 200 million people and a fast-growing digital economy. But here’s the catch: only about 5% of Brazilians report having some knowledge of English, according to the British Council.
That means roughly 10 million people at best can understand your English content (and realistically, this number is even lower once you consider your specific target audience within Brazil). Which brings us to the real question:
If the language barrier is real, how can you reach Brazilian customers?
A simple answer is: you need to speak their language. A more elaborate (and precise) way of answering it would be: not only do you need to speak their language, but you also should convey emotion, intent, and cultural relevance.
So, how do you actually make that happen? These four steps will guide you:
1. Communicate in Brazilian Portuguese
This is non-negotiable. Portuguese is the language your audience thinks, searches, and speaks daily. But keep in mind that a literal word-for-word translation might not work so well. That is where a solid localization strategy—involving transcreation—should be brought into play.
In practical terms, it means two things:
Adapting the content so it feels just as meaningful and powerful in Portuguese as it does in English
Adding local slang, idioms, and cultural nuances where appropriate
How to localize your marketing for the Brazilian market
When we talk about adapting your marketing and communication materials to Portuguese (BR)—or to any other language—make sure you understand the differences between translation, localization, and transcreation:
Translation: It’s a direct linguistic transfer. It generally works best for documents that require precision and leave no room for misinterpretation, like contracts, user manuals, and financial reports.
Localization: It involves adapting content to a specific culture, region, or audience. To localize a text, professionals must consider more than just the language. They need to account for the audience’s values, humor, visuals, formatting preferences, and even user behavior.
Transcreation: It’s the combination of translation and creative writing. The focus here is not on translating words literally, but on recreating the original intent, tone, emotion, and style of the message, so that it resonates just as strongly with the target audience as it does in the source language.
As you can see, translation, localization, and transcreation serve different purposes. If your goal is to truly connect with your audience, the best way to do it is by choosing a professional that’s capable of localizing or transcreating your message—not just translating it.
2. Adapt to local culture
Referencing local holidays, cultural touchstones, or everyday habits can make the difference between being seen/heard and being understood (and keep in mind that Brazil is more than just soccer).
Why does this matter? Because it’s not just about building trust—it’s about showing that you see your audience, and that you’ve made a real effort to speak their language in every sense.
3. Match Brazilian communication styles
Warm, informal, and personal. These are the pillars of Brazilian communication in general. For European business, that way of communicating might sound overly informal, but depending on your industry, such a mismatch in tone can hinder your connection with the audience.
Tip: Infuse an engaging, friendly, and conversational tone into your messaging.
4. Align with local preferences
When trying to reach Brazilian customers, the language is just part of the story. There are also local preferences to take into account, such as:
Social media behavior: Brazil ranks as the fifth-largest social media market in the world and the largest in Latin America. Indeed, social media is a massive thing in Brazil, with WhatsApp, YouTube, and Instagram being the most dominant platforms. WhatsApp, in particular, isn’t just for chatting—it’s widely used for business, from customer service to direct sales.
Payment methods: Pix, the real-time instant payment system introduced by Brazil’s Central Bank, has completely transformed the way Brazilians pay, both online and in stores. If your business isn't accepting Pix yet, you may be missing out on a significant number of potential sales.
Marketing around local events: Think Carnival, Black Friday (yes, it’s huge in Brazil), Mother’s Day, and regional festivals—Brazilian consumers respond strongly to campaigns tied to local dates and celebrations. They are excellent opportunities to foster connection with your audience in a relevant and timely way.
Tip: Brazilians are highly active on social platforms and tend to follow and interact with brands that feel approachable, human, and in tune with local trends. A strong social media presence, in Portuguese (BR), with localized content and consistent engagement, stands out (and boosts your brand’s visibility).
Reaching the Brazilian customers: don’t leave money on the table
The opportunities in Brazil are limitless, but to unlock them, your brand needs to show up in a natural, human, and relevant way. And whether you're just entering the market or trying to boost your results in Brazil, you don’t need to figure it all out alone.
👉 Need help crafting content that resonates with Brazilian audiences?
👉 Want support localizing your website, social media, or digital campaigns?
Send me a message or email me at: info@fluentcom.nl
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I am Renata, a marketing and communication expert living in the Netherlands. I hold a degree in journalism and have been working with content, marketing, and communication for over 15 years.