Brazil’s President Luiz Inácio Lula da Silva, age 80, has adopted a new digital strategy in his bid to secure a fourth term in the upcoming presidential election runoff on October 25. Known as Lula, the leftwing leader has started posting selfie videos on social media—an unexpected move for a politician who did not own a mobile phone as recently as last year—as he seeks to close a slight gap with hard-right opponent Flávio Bolsonaro.

Bolsonaro, the 45-year-old son of jailed former President Jair Bolsonaro, finished the first round earlier this month with a narrow lead but without an outright majority. Lula’s campaign has responded by revamping its online presence, incorporating homemade content alongside efforts to mobilize younger leftwing influencers and mass messaging to supporters. Ana Elisa, a 21-year-old incoming congresswoman for Lula’s Workers Party (PT) and a prominent social media figure with millions of followers, described social media intensity as a potentially decisive factor for the left’s success.

While Lula and his party already maintained a significant digital footprint, critics argue that their earlier communication style lacked the spontaneity and personal connection that have characterized Bolsonaro’s online approach. Electoral strategist Roberto Reis noted that Lula’s late adoption of personal video content underscores both a willingness to adapt and an element of electoral urgency, reflecting a broader challenge for the left to keep pace with evolving communication trends in Brazil. The right has built a comprehensive “communications ecosystem,” whereas the PT has been criticized for relying on more traditional and centralized structures.

Despite no first-round runner-up ever having won the presidency, some analysts caution against dismissing Lula’s chances. The former union leader and three-time president drew a large crowd at a recent rally in São Paulo, indicating significant grassroots enthusiasm. Following the first round, Lula announced new policy pledges, including a debt forgiveness initiative and a one-time grant to micro-entrepreneurs, alongside proposals such as free weekend bus travel. These moves have been criticized by opponents as attempts at vote-buying, while the government recently secured congressional approval to reduce the workweek from six days for 15 million workers.

Lula faces skepticism over whether his policies sufficiently address voters’ concerns about costs of living, household debt, and crime—areas Bolsonaro emphasizes in his campaign, promising tax cuts, tougher crime enforcement, and stronger alignment with the United States. Lula supporters have countered Bolsonaro’s austerity promises with online campaigns warning he will cut welfare and public services.

The electoral contest has also seen tensions between Lula’s campaign and Brazil’s electoral watchdog, which Lula’s team accuses of partiality and censorship. The dispute intensified after the temporary suspension of a popular pro-Lula WhatsApp channel controlled by a lawmaker allied with the president. Lula’s campaign has also alleged that Meta, owner of WhatsApp, Facebook, and Instagram, has impeded the reach of its content. Meta denied bias, attributing issues to minor technical glitches rather than political interference.

With roughly one-fifth of voters abstaining in the first round—a notable figure in a country with compulsory voting—and key candidates endorsing Bolsonaro, Lula faces a challenging path to victory. Experts highlight the importance of mobilizing lower-income and less-educated voters, who predominantly support Lula but were more likely not to vote initially. Pollster founder Mauricio Moura emphasized that getting these voters to the polls will be essential for Lula’s campaign in the crucial final stretch.