Brazil’s President Luiz Inácio Lula da Silva overcame an initial electoral setback by embracing social media in a strategic shift that played a critical role in his comeback victory in the recent presidential election. After trailing in the first round with 45 percent of the vote compared to his opponent Flávio Bolsonaro’s 47 percent, Lula’s campaign recognized the need to mobilize a broader segment of voters, particularly younger Brazilians, many of whom had abstained from voting.
Despite mandatory voting laws in Brazil, more than 33 million eligible voters—about 20 percent of the electorate—did not participate in the first round, with abstention rates exceeding 25 percent among those aged 21 to 24. Lula and his advisers identified a crucial challenge: engaging Generation Z, a demographic increasingly active in political movements worldwide.
Historically reluctant to engage with digital platforms, Lula had avoided direct communication via social media, preferring traditional, in-person interactions. His initial Instagram presence consisted mostly of polished speeches, lacking the immediacy that drives online engagement. However, following his first-round loss, advisers encouraged him to embrace the medium more directly.
A turning point came when Lula recorded an impromptu video message from the presidential palace, urging supporters to mobilize. The video quickly went viral, garnering millions of views within hours. This success convinced Lula of social media’s power to reach millions, particularly young voters.
His campaign organized a digital mobilization effort known as “Lula’s Army,” led by Congressman André Janones. This group issued daily “missions” via social media, encouraging supporters to share content, use hashtags, and participate in coordinated online activities, including sharing selfies making Lula’s signature “L” gesture. The campaign aimed to counter the digital dominance of Bolsonaro’s supporters and to highlight concerns over potential cuts to social welfare programs under Bolsonaro’s administration—an issue resonating deeply in a country where many rely on such benefits.
Lula’s team faced criticism and accusations from Bolsonaro’s camp, who claimed that “Lula’s Army” spread misinformation. The campaign’s social media accounts were temporarily suspended but continued to grow in influence and reach.
On October 21, just days before the runoff, Lula acquired his first smartphone, a Samsung Galaxy S26 Ultra, marking a symbolic and practical commitment to digital campaigning. In the final weeks, he posted several short videos each morning aimed at generating viral momentum.
Election day saw a significant increase in voter turnout, with attendance reaching the lowest abstention levels in decades. Millions of previously disengaged voters showed up at the polls, including young people and Indigenous communities who traveled long distances to cast their ballots. Analysts noted that the surge in participation predominantly benefited Lula, who gained approximately 10 million more votes in the second round compared to the first.
As results indicated his victory, Lula publicly credited Brazil’s youth for their role in defending democracy and pledged to leverage digital communication more extensively in his next term. His election illustrates the growing importance of social media as a tool for political mobilization in Brazil and signals a shift in how traditional politicians engage with emerging generations of voters.