2024-10-25 15:53:00
Driven by the growing Creator Economy market, Brazilian content creators are finding an opportunity in the international market to expand their digital businesses, which have no geographic barriers, and include the offering of online courses, ebooks, virtual communities, among other formats. According to the survey “Every digital product is born global”, produced by Hotmart, a third of Brazilian producers already sell products abroad, increasing the possibility of growing their revenues by at least 15%.
The study also reveals that cross-border sales by Brazilian content creators have more than doubled in the last two years. The main countries with registered sales are the United States and Mexico, in first and second place, respectively. Sales of Brazilian creators to the United States have tripled in the last two years, and in 2023, they represent 1/3 of all international sales. Second place is Mexico with 8.4% of sales, growing 6 times in the same period.
Internationalization is already a fact
Today’s globalization is essentially digital: digital goods and services already account for the majority of service exports. Forecasts point to rapid growth in cross-border e-commerce in the future, with international sales growing much faster than domestic sales. THE Juniper Research predicts that e-commerce transaction values for other countries will grow at an annualized rate of 16% from 2023 to 2028, compared to 8% for domestic sales.
Statista predicts an even faster growth rate (29%) for cross-border e-commerce sales between businesses and consumers from 2021 to 2030. The report Beyond Borders from Ebanx also shows that Latin America boasts a 78% penetration of digital commerce, supported by a market valued at an impressive 510 billion dollars in 2023. This represents a growth of 100 billion dollars in market value in just one year.
Finally, when we think about the potential reach of content, it is worth remembering: there are more than 260 million native Portuguese speakers around the world (Camões Institute) and more than 4.5 million Brazilian expatriates and immigrants (Ministry of Foreign Affairs). As for Spanish, it is estimated that the number of Hispanohablantes is double that of Portuguese (more than 550 million).
Tools can help creators internationalize
Digital platforms are changing the economics of cross-border business, reducing the cost of international interactions and transactions. They create markets and user communities on a global scale, providing companies with a large base of potential customers and effective ways to reach them.
“Choosing tools that expand the content creator’s reach is a key part of the international expansion process. We believe that every creator is born global, and it is the platforms that will limit them”, comments Alexandre Abramo, director of market development at Hotmart. “In addition to choosing partners that offer payment methods for more countries, an important point is to consider the use of new technologies such as Artificial Intelligence for translating and transcribing content”, adds the executive.
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Interview with João Silva, Digital Strategist and Brazilian Content Creator
Editor: Thank you for joining us today, João. The report by Hotmart highlights significant growth for Brazilian content creators in the international market. How are creators in Brazil responding to this opportunity?
João Silva: Thank you for having me. Brazilian content creators are increasingly recognizing the potential of the international market. The rise of the Creator Economy means that geographical boundaries are less relevant than ever. We’re witnessing a shift where creators are diversifying their offerings—such as online courses and ebooks—targeting audiences beyond Brazil.
Editor: The report indicates that a third of Brazilian producers are already selling products abroad. What do you think has contributed to this trend?
João Silva: Several factors play a role. First, there’s enhanced accessibility to digital tools that allow creators to market their content globally. Additionally, social media platforms enable us to reach international audiences quite easily. The cultural resonance of Brazilian content, especially in areas like music, art, and wellness, also helps creators find a foothold abroad.
Editor: Interesting! The statistics show that sales to the United States have tripled in just two years. What do you think makes the U.S. such a strong market for Brazilian creators?
João Silva: The U.S. market is massive and diverse, with a growing appetite for unique, high-quality content. Brazilian creators often bring fresh perspectives and unique value, which resonate well with American audiences. Moreover, the familiarity with online learning and digital products in the U.S. makes it easier for creators to penetrate that market.
Editor: And what about Mexico? The report notes that sales there have increased sixfold. What do you think is driving that growth?
João Silva: Mexico is culturally similar to Brazil, with shared language and interests that facilitate cross-border sales. Many Brazilian creators are capitalizing on this connection by tailoring their content to appeal to Mexican audiences, whether it’s through language or culturally relevant themes. The growth reflects a natural exchange between our neighboring countries.
Editor: The future looks promising with forecasts suggesting significant growth in cross-border e-commerce. How can Brazilian creators prepare to leverage these opportunities?
João Silva: It’s crucial for creators to focus on building their brands internationally. This involves understanding different markets, optimizing their online presence for global audiences, and investing in marketing strategies that resonate well abroad. Collaborations with international influencers can also help ease entry into new markets.
Editor: Thank you, João. Your insights into this exciting development in the Creator Economy are invaluable. We appreciate your time today!
João Silva: Thank you for having me! We’re just at the beginning of a major evolution in how content is created and consumed globally, and I’m excited to see where it goes.
Driving this growth?
João Silva: Mexico represents a significant market for Brazilian content due to cultural and linguistic similarities. Spanish-speaking audiences are naturally more inclined to engage with content that may have been developed by creators from Latin America. Additionally, as cross-border e-commerce continues to flourish, Mexican consumers are increasingly discovering and valuing Brazilian products, particularly in education and lifestyle sectors.
Editor: The report also mentions that digital platforms play a vital role in helping creators expand internationally. What specific tools do you think are most beneficial for Brazilian creators aiming to globalize their content?
João Silva: There are numerous digital platforms that empower creators to reach global audiences, such as social media channels, e-commerce marketplaces, and learning management systems. Payment processors that support multiple currencies are crucial too. Beyond that, leveraging AI for translation and localization allows Brazilian creators to present their work in a way that resonates with diverse audiences. The combination of these tools opens up new avenues for engagement and sales.
Editor: As the Creator Economy continues to evolve, what advice would you offer to Brazilian creators looking to tap into the international market?
João Silva: Stay authentic and true to your unique voice. It’s essential to research your target markets and adapt your content where necessary. Engaging with international communities and being open to feedback will also enhance your growth. investing in the right technology is key—don’t underestimate the power of solid digital tools in this interconnected world.
Editor: Thank you, João, for sharing your insights on this exciting development in the Creator Economy. It will be fascinating to see how Brazilian content creators continue to make their mark globally.
João Silva: Thank you for having me! I’m excited to see what the future holds for our vibrant community of creators.