With 55.69% of the votes, Javier Milei became President after defeating Sergio Massa in the second round, who was voted for by 44.30% of Argentines. But, behind this result, what was the success of his digital communication that led him to the Casa Rosada?
Today, it is impossible to think of an electoral campaign without the use of social networks and Javier Milei’s team is clear about this but, unlike how we know traditional digital political communication, the La Libertad Avanza candidate went one step further and put the focus of its communication strategy on “digital replicators”. What do they do? They are accounts that are responsible for creating and publishing content about the different public appearances that Milei has. But this is the most important fact: for every “digital replicator” of Sergio Massa or Patricia Bullrich, there were three or even four times as many as Javier Milei. On Tik Tok alone, there were almost 100. If we add other platforms such as Twitter, Facebook or Instagram to this number, this number multiplies.
What was the logic behind this? Quantity, over quality. No matter how aesthetic, neat, or careful the content is, the key is to publish several pieces. And this has its digital explanation taking into account the current algorithms of the platforms: the more content, the greater (possibility of) viralization; the more (possibility of) viralization, the more conversation; to more conversation, positioning. This multiplied by dozens of accounts generating content and added to the official digital spokespersons, found the perfect formula.
Digital activism was the protagonist of Milei’s campaign, leaving, for example, the candidate’s official networks, a fundamental piece in all digital political (electoral) communication, in the background. As explained by the strategists of La Libertad Avanza, it is Javier Milei himself who uploads the content to his social networks without resorting to third-party filters. Direct contact of the politician with digital platforms, and therefore, with the people, transforming Milei networks into a kind of “non-professionalization of digital political communication.”
But we cannot ignore two social components that helped Javier Milei win: context and demand. Currently, we Argentines are experiencing a new rift that exists between people and politics, with a fatigue with society that is at its highest point. This reality gives way to the second component: demand. What does society want? People looked for the least political candidate possible. For this reason, the “non-professionalization of political communication” and the “non-professionalization of authenticity” ended up being rewarded.
Can this particular system of communication be maintained when he takes office as President? Everything seems to indicate that little by little the “Milei” digital ecosystem is beginning to become “professional.” In fact, this week the official social media account “Office of President Javier Milei” was created, which publishes a statement every day at 6 p.m. to tell about the president-elect’s day’s activities. Of course, we are no longer in a campaign. Now the management begins.
