Marketing to Brazilians in the USA: Common mistakes and how to avoid them.
Digital marketing is already challenging by itself, and when you are in another country, with a completely different culture and audience, the challenges multiply.
Many immigrant entrepreneurs make common mistakes when trying to apply the same strategies abroad that they used in Brazil.
If you want to gain visibility, customers, and credibility, you need to understand how marketing to Brazilians in the USA works and what should be avoided.
In this article, we will show the main traps Brazilians face when promoting their products or services in the United States, and present practical solutions for you to stand out in the American market.
What’s the difference between digital marketing in the United States and in Brazil?
Although many digital tools are global, like Instagram, Google Ads and YouTube, the way the audience responds to them varies greatly from country to country.
Anyone who intends to do marketing for Brazilians in the USA needs to understand that they are in a market where competition is high and consumers are more demanding when it comes to presentation, reputation, and brand trust.
This applies both to those who want to sell to Americans and to those who want to reach the Brazilian community living in the country, which over time also adopts consumption habits more aligned with the American style.
Cultural and strategic difference
One thing is certain: American consumer behavior is different from Brazilian behavior in several aspects.
While audiences in Brazil tend to value more informal approaches, flashy promotions, and emotional relationships with brands, Americans tend to value objectivity, clarity, and professionalism.
For example, sales pages in the USA are more straight to the point, highlighting differentiators and social proof. The use of testimonials, reviews, and certifications carry much more weight.
Strategies like performance marketing, local SEO, and automated conversion funnels are more widespread and expected in the American market.
Context of the Brazilian immigrant audience and its opportunities
On the other hand, there is a large number of Brazilians living in the USA: more than 4.5 million, according to estimates from the Ministry of Foreign Affairs (2023).
This audience forms an active community, connected through social media and with a strong sense of cultural identity. Therefore, marketing to Brazilians in the USA requires balance between adapting to the American context and maintaining connection with Brazilian roots.
Businesses focused on this audience, such as beauty services, gastronomy, consulting, healthcare, tourism, and education, have great potential if they know how to communicate with clarity and purpose.
Main mistakes made by Brazilians when doing marketing in the USA
When starting a business outside Brazil, it’s common to try to replicate formulas that worked back home.
However, the context, consumer behavior, and even audience expectations are different. That’s where many good ideas end up not delivering results and even generating distrust.
Knowing the main mistakes is essential to avoiding them and building a more strategic path.
Below, we list the most frequent mistakes made by those who are just starting with marketing to Brazilians in the USA.
Check it out:
Replicating Brazilian aesthetics and language
One of the most common mistakes is copying the visual style and language used in Brazil without adapting them.
Overly colorful layouts, excessive visual elements, slang or regional expressions hinder communication with the American audience and convey amateurism.
In marketing to Brazilians in the USA, it’s important to consider that even Brazilians who have lived in the country for many years have already absorbed American cultural influences.
Visual balance, information hierarchy, and more direct messages make all the difference.
Ignoring English or using literal translation
Another recurring mistake is not offering bilingual versions of websites, posts, and ads, or using automatic translations without review. This compromises the business image and may even generate distrust.
Even if your focus is the Brazilian audience, being in the USA requires a certain level of English presence, whether to attract partners, appear on Google, or convey professionalism.
Effective marketing for Brazilians in the U.S. is rooted in cultural insight and fluent communication.
Not positioning on local platforms
Many entrepreneurs limit their promotion to social media, forgetting to register the business on tools like Google Business Profile, Yelp, Angi or Nextdoor, essential platforms to generate traffic, reviews, and local visibility.
An important stat: 77% of consumers in the USA, France, Germany, and the UK use Google to find local businesses (Statista, 2023).
Being absent from these platforms is practically being invisible to those looking for products or services in your area.
Betting only on Instagram without a strategy
Having an active Instagram profile is great, but relying exclusively on it without a strategy is a mistake.
Many businesses only post product photos or behind-the-scenes content, without planning a sales funnel, calls to action, or educational content.
Marketing to Brazilians in the USA needs to include SEO, paid traffic, email marketing, and automations. It’s not just about “being present,” it’s about converting.
Not defining persona and tone of voice for the target audience in the USA
Talking to newly arrived Brazilians is different from talking to Brazilians who have lived in the USA for 20 years, and even more different from talking to Americans or children of Brazilians.
Not clearly defining your persona leads to generic and ineffective communication.
Adapt your tone of voice, aesthetics, and channels to the real profile of who you want to reach: segmentation is key.
Not using data and social proof
Many businesses miss out on one of the most powerful persuasion tools in the USA: testimonials, reviews, and certifications.
Unlike in Brazil, where many purchases are made based on affinity, Americans expect to see concrete evidence that a business is trustworthy.
Use Google Reviews, Yelp, screenshots of feedback, and even customer videos as part of your strategy.
What to do differently?
Now that you’ve seen what doesn’t work, it’s time to understand what can really make you stand out.
Marketing requires adaptation, audience research, and a strong digital presence. It’s not about abandoning your Brazilian roots, but about translating them intelligently into the new context.
Below, you’ll find concrete strategies to get your communication right and position yourself with authority, even if you’re starting with limited resources.
Adapt your visual and written communication
Use clean, well-organized visuals, with legible fonts and clear calls to action.
Avoid overly regional jargon and seek language that combines professionalism and approachability.
If you want to use humor or Brazilian flair, make sure it’s done intelligently and in context.
Invest in local SEO and Google Maps presence
Set up your Google Business profile with address, phone number, photos, and local keywords.
Also, ask your customers for reviews and keep your listing updated. This is one of the cheapest and most effective ways to attract local clients, especially at the start of your digital journey.
If possible, create geo-targeted content on your site or blog, mentioning the neighborhood or city where you operate to strengthen your local search relevance.
Create a bilingual and consistent identity
Think about your logo, name, social media bios, service descriptions, and even website domain.
Having well-reviewed versions in Portuguese and English shows preparation and increases your chances of attracting both Brazilians and Americans.
An important tip is to align your entire communication (visual and written) with the values of your target audience.
For example: if you sell to Brazilian families living in the USA, your brand needs to convey warmth and trust, without losing the professionalism the American market expects.
Explore niches with a strong Brazilian presence in the USA
Areas like beauty, Brazilian cuisine, English classes, accounting for immigrants, dentistry, fitness, tourism, and support services for Brazilians have high demand.
If you work in one of these sectors, marketing to Brazilians in the USA can be a competitive edge when well targeted.
The secret is to know your niche deeply and speak directly to its pain points.
Example: instead of offering “general accounting,” position yourself as “accounting specialized in Brazilian businesses in Florida,” creating immediate identification and strengthening your authority.
Conclusion
Avoiding the most common mistakes is the first step to succeeding with marketing to Brazilians in the USA.
Adapting to the new market, understanding local consumer behavior, and positioning your business with professionalism will make all the difference in your journey.
If you want help creating a marketing strategy that works in the USA and respects your Brazilian identity, talk to Adapt Crew.
We’re ready to help you grow with intelligence and authenticity.
Julia Barossi
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