In Brazil, a rising ultraconservative movement led by digital influencers aims to secure victory for right-wing presidential candidate Flavio Bolsonaro in the upcoming runoff election on October 25. Flavio Bolsonaro, the eldest son of former president Jair Bolsonaro, narrowly led incumbent Luiz Inacio Lula da Silva in the first round of voting held on October 2, but polls suggest a closely contested second round.

Among the movement’s prominent figures is Eduarda Campopiano, a 23-year-old influencer and newly elected member of the Sao Paulo assembly who garnered nearly two million votes. Campopiano’s significant social media presence, with three million Instagram followers, underscores the growing influence of right-wing digital natives in Brazil, a country of 214 million people known for its extensive social media engagement.

Campopiano, who describes herself as "feminists’ worst nightmare," has sparked controversy for her outspoken views, including rejecting feminism and disputing the classification of femicide as a distinct crime. She advocates for reinforcing what she calls the traditional family model and has openly stated her commitment to ensuring Flavio Bolsonaro’s presidential win.

Researchers note that Brazil leads the world in the number of social media influencers. Sociologist Gabriela Mayall of the Federal Fluminense University highlights the country’s high level of digital connectivity, which facilitates the spread of political messages. Meanwhile, Mercia Alves, a public policy researcher at the think tank CEBRAP, observes that social networks have evolved beyond tools for campaigning and are now critical platforms for cultivating new political leaders.

As the runoff approaches, the role of digital campaigns and influencer endorsements is expected to play a decisive part in shaping voter mobilization and preferences in one of Latin America’s most significant elections.