In the lead-up to Brazil’s presidential runoff on October 25, President Luiz Inacio Lula da Silva has taken steps to engage more directly with an electorate that increasingly lives online. Recently acquiring his first smartphone, according to former aides, Lula’s move signals his recognition of the growing importance of digital platforms in modern political campaigns.
At 80 years old and approaching his 81st birthday, Lula acknowledged his evolving approach to social media during a rally in Brasilia, where he joked about becoming “the king of selfies” and embracing internet use more actively. This shift comes amid a political landscape in Brazil where online engagement, particularly among younger voters, has become a key factor in electoral success.
Social media platforms like TikTok, Instagram, and WhatsApp have emerged as critical channels for candidates to cultivate followings and translate digital support into votes. In recent congressional elections coinciding with the first round of the presidential race, several young candidates leveraged social media effectively. Among them, 30-year-old Nikolas Ferreira and 28-year-old Lucas Pavanato, running for the right-wing Liberal Party, each received over 3 million votes. On the left, candidates such as 33-year-old Erika Hilton and 21-year-old Ana Elisa Silva also won seats with substantial vote counts.
Lula, who first ran for president in 1989 and is seeking an unprecedented fourth term, faces a competitive challenge from right-wing Senator Flavio Bolsonaro, son of former President Jair Bolsonaro. The senator, 45, has been using his own YouTube channel to engage voters directly and topped the vote in the first round, surprising many pollsters.
To improve his digital outreach, Lula has enlisted the help of Ana Elisa Silva, a law student from Minas Gerais, who has joined his team to assist in navigating social media strategies following a less than expected first-round showing. Silva emphasized that while age can influence familiarity with technology, it does not preclude the ability to communicate and mobilize through digital channels. She noted that Lula’s political experience is rooted in traditional forms of engagement, including union activism and mass rallies, but acknowledged the need to adapt to the ways in which younger audiences consume information online.
Experts observing the trend highlight the rise of so-called “influencer politicians,” individuals who have built substantial followings on social media that translate into electoral influence. Maximo Zaldivar, regional director for Latin America and the Caribbean at the International Foundation for Electoral Systems, remarked on the unique political capital these figures bring, noting that no traditional politician can easily compete with their direct access to large audiences.
Julia Zanatta, a conservative lawmaker from southern Brazil who commands over 1 million Instagram followers and secured more than half a million votes in the recent election, underlined the demands of digital campaigning. She stressed the necessity of consistent messaging and a commitment to social media engagement rather than cautious strategizing about potential audience reactions.
As Brazil approaches the runoff, Lula’s efforts to better integrate digital platforms into his campaign underscore the broader transformation of political communication in a country where technology increasingly shapes public discourse and voter behavior.