Social media dominates Brazilian presidential race

In Brazil, the presidential campaign between Luiz Inácio Lula da Silva and Flávio Bolsonaro is largely taking place on social media, with both sides using platforms like WhatsApp, TikTok, and Instagram to reach voters. The Bolsonaro campaign has developed a strategy relying on political influencers since 2018, referred to as "pop-fascism," while the left has organized a digital counteroffensive.

Lula's Army mobilizes on WhatsApp

The left has organized a digital counteroffensive, including the creation of "Exército do Lula" (Lula's Army) on WhatsApp by deputy André Janones. Meeting face-to-face with Lula, the outgoing president, is a rare experience, and daring to like a video to see one's feed filled with content about the country's situation is even more so.

Voters and abstentionists shape the outcome

This Sunday, Brazil is about to elect a new president, with the two candidates well known even to some in France. The campaign has intensified after the first round, with only a 1.87-point gap between the candidates and more than 33 million abstentionists, making every vote crucial.

Brazil's hyper-connected population drives campaign

According to Gisela Cardoso Teixeira, a journalist and doctor in information and communication sciences at EJCAM, and Anderson Pinho, an associate researcher at the Jean-Jaurès Foundation, Brazil is a country where inhabitants are much more connected than in Europe. Brazil represents the third largest global market for TikTok and social media are the most consumed in the country.

Campaigns adapt to the digital landscape

The election campaigns follow this ultra-connection: in 2018, it was mainly WhatsApp, but today, TikTok and Instagram are widely invested, with the youngest population, the Z generation, being among the most targeted audiences. The Bolsonaro campaign has focused on these platforms, while the left has also ramped up its presence.

Surprise in the first round results

From Paris, Giovanna Buzzi follows the campaign on social media. She had not measured the strength of the opposing camp despite the left wing of the Partido dos Trabalhadores (PT) appearing omnipresent and ready to win the first round. However, the vote count on October 4 placed Flávio Bolsonaro in the lead, a surprise for her.

Origins of the Bolsonaro strategy

To understand the current situation, one must rewind to 2018, when Jair Bolsonaro, the father of the current candidate, ran for president and made social media a central tool for his rise to power. Anderson Pinho explains that the Bolsonaro team has set up an organization to disseminate content throughout society, using WhatsApp loops, photos and videos shared in bulk, and influencers who have become political relays.

Influencers as political relays

Political influencers on the Bolsonaro side include Pablo Marçal, Nikolas Ferreira, and Eduarda Campopiano. Pablo Marçal, a former influencer, gathered 28.14% of the votes in the municipal election in São Paulo in 2024. Nikolas Ferreira was re-elected federal deputy in Minas Gerais with over 3.1 million votes, and Eduarda Campopiano secured a seat in the Legislative Assembly of the State of São Paulo at the age of 23.

Influencers and elected officials intertwine

Anderson Pinho refers to the "influencer elected" phenomenon, noting that elected officials must become influencers and that there are many influencers who become elected. Mastery of social media codes is more important than mastery of ideas. On the left, Rick Azevedo, a former pharmacy employee who became known on TikTok for denouncing the six-day work week, has emerged as an influencer.

Left-wing influencers gain political traction

He became a municipal councilor in Rio in 2024 and finds a relay in the Chamber of Deputies with Erika Hilton, who submitted a constitutional amendment proposal to reduce working hours in February 2025. Gisela Cardoso Teixeira states that the left has finally understood the essential role of social media in elections, with Lula on camera, militants who multiply publications, and stars who mobilize their followers.

Digital mobilization intensifies

Anderson Pinho sees a "real overinvestment during the second round." Deputy André Janones created "Exército do Lula" on WhatsApp, where supporters receive instructions to intervene on other platforms. Members of this community see themselves as Lula's soldiers, with André Janones considered the commander.

International observers join the digital fight

Giovanna Buzzi from Paris has joined the effort, describing how supporters are given links on Instagram to watch videos until the end and comment. Influencers explain to their followers how to get more views, emphasizing the need to understand the mechanisms of the platforms to get one's content out of one's own circle.

Pop stars and fandoms shape political narratives

Beyond the organized mobilization, other left-wing supporters participate digitally. The videos on camera of Brazilian pop stars talking politics are multiplying, as are pro-Lula "edits." Organized internet users through fandoms themselves participate in the creation of the political image of the candidates.

Disinformation becomes a campaign tool

A montage or 'edit' made by an ordinary user can sometimes reach a much larger audience than an official publication. The digital battle is also taking place on the ground of disinformation, which the Bolsonaro camp has turned into a campaign weapon. National editorial teams specializing in fact-checking, such as Lupa or Aos Fatos, are doubling their efforts to distinguish the true from the fake news in this massive wave of publications.

TikTok and social media drive the final push

An entire TikTok-able ecosystem is stirred, with the hope of shifting the election this Sunday. The platforms are central to the final push, as both sides aim to influence the remaining voters and ensure their candidate wins.