TV Globo grows audience and revitalises Pinterest presence with repurposed content

The secret to great content of any kind? Great storytelling. TV Globo (@tvglobo), Brazil’s largest television network, knows that firsthand. Their telenovelas were already a cultural phenomenon, and they were strategically revitalising their digital presence to engage younger telenovela audiences where they already were: online. The network knew that their existing content had the potential to reach and engage even more audiences. On Pinterest, they found untapped potential.

The goal

TV Globo was already posting to Instagram regularly, sharing show clips, previews and short cast interviews. They hoped that by repurposing this content on Pinterest, they could easily deliver content for those searching for their shows on the platform, helping them to reach and engage new audiences.

The strategy

In April 2025, to bring their wealth of social media content to Pinterest, TV Globo claimed their Instagram account and opted to import their recent posts. This brought an immediate batch of fresh, diverse content types to their Pinterest profile.

The network also enabled auto-publishing to ensure that all of their future Instagram posts would be published to Pinterest, too, allowing them to effortlessly create once and publish twice. Plus, seeing as they already maintained a robust and consistent posting cadence on Instagram, connecting their accounts made it easy to keep up an always-on posting schedule on Pinterest. This influx of fresh, relevant content allowed viewers to discover their favourite TV trends on Pinterest.

The result

Between April and October 2025, this streamlined connection between platforms helped TV Globo to turn their on-air success into online engagement. The network’s repurposed video content drove over six million impressions and more than 800,000 engagements. They also saw an increase in profile engagements, showing that their content not only reached and engaged new audiences, but that people on Pinterest were seeking them out and searching for more.

Tips to try

Get more out of your Pinterest content with these best practices.

Claim your Instagram account
Leverage content that you’ve already created by connecting your Instagram profile to Pinterest, automatically turning posts into discoverable Pins.

Adopt an always-on strategy
Keep your Pinterest presence fresh by regularly sharing relevant content. Streamline this process by repurposing your existing content.