Meet the Brazilian Pinner

More than 459 million people all over the world come to Pinterest to plan for the future.¹ 46 million of them are Brazilians who access Pinterest every month to gather ideas from everyday meals, to renovate their living room and to get inspired to get a new tattoo.²

That journey starts on their home feed and search, which are used as tools for discovery. When someone finds an idea—a Pin—they love, they can either save it to a board or, if it's a shoppable Pin, buy it right away. So whether a Pinner is looking for inspiration or looking to shop, Pinterest is where they go to bring ideas to life.

Let’s take a closer look at the people making plans on Pinterest.

You may think people on Pinterest are limited to just a few demographics, but in fact, with the exception of gender, Pinners are fairly representative of the Brazilian population. They skew younger, with over half being between the ages of 18-34. Most of them are parents and have at least one child in their household.³

What are they searching for on Pinterest? Pinners are discovering new ideas and exploring the topics they love the most. They’re searching for fashion, hairstyles, DIY ideas, healthy recipes, photography, celebrities, wallpapers and humour. In 2020, Pinners generated ~4 billion searches, created ~78 million boards, and saved ~3 billion Pins.⁴

Pinners in Brazil are also making the most of their time at home, saving Pins associated with women’s fashion, beauty, art, DIY and crafts, entertainment, education, home decor, weddings, parenting and quotes. And because of that, the top five themes for boards created in 2020 were “recipes”/ “receitas”, “tattoos”/ “tatuagem”, “hair”/ “cabelo”, “nails”/ “unhas” and “house”/ “casa”.⁴

In a period that’s been difficult, Brazilian Pinners are as active on our platform as ever. That's because the majority of them are rethinking the regular—they’re ready for a renaissance.

In fact, most Pinners see Pinterest as an online oasis. It’s a place that makes them happy, helps them to escape ups and downs, where they can be their authentic self.⁵

This positive experience is important for advertisers to note. The majority of Pinners are open to brands playing a role in their Pinterest experience. Further, 8 in 10 Brazilian Pinners are more likely to remember, feel positive about, trust and purchase brands when they’re in a positive mindset.⁵

If we’ve learned anything from this past year, it’s that we need to be more like our Pinners: willing to throw away the playbook when it doesn’t work anymore. We need to be open to new ideas. And proactive about surrounding ourselves with positivity.

But Pinners need a roadmap. That’s where you come in. Be the brand that shows them how to make their ideas a reality—and you’ll be the brand that helps them own the future.