This Sunday is the presidential election in Brazil, and all the flashes will be on Jair Bolsonaro and Lula da Silva. The campaign began on August 16 and during these 5 weeks everything happened in the digital political world. Here the analysis of some aspects of how the performance of these two candidates in the social networks.
Before starting, let’s contextualize: the most used platforms in Brazil are Instagram with 119 million userslater Facebook with 116 million userscontinue Tik Tok with 74 million and finally, Twitter with 19 million. Within the digital world, the most visited websites by Brazilians are Google and YouTube.
Perhaps that explains why the largest investment made by the candidates in terms of digital advertising was within the google universe (which also includes the video portal). only on google, Lula invested more than 3 million reais throughout the campaign (approximately USD 500,000), becoming the candidate who spent the most on this platform. far behind was Bolsonarowho allocated almost 1,500,000 reais ($250,000).
On Facebook and Instagram, the situation changes. Jair Bolsonaro invested, only in the last week of the campaign, more than 460,000 reais (85,000 USD) distributed in 97 ads. Yes, 97 ads for less than 7 days. Throughout the campaign, the current President of Brazil implemented 140 banner ads in Meta. A data: Bolsonaro did not advertise digitally from his official networksbut through the profiles of your party.
Lullah, on the other hand, spent during the final stretch of the campaign more than 109,000 reais (20,000 USD) through 18 ads that were shown between September 16 and 27. In total, the former president ran 120 ads on Meta.
How are they in terms of followers? Jair Bolsonaro is the one with the largest audiences on all platforms. On Instagram you have 22 million followers, against 7 million for Lula; on Facebook he also wins the duel with 14 million compared to the 5 million that Lula harvests, despite having created the page a year before Bolsonaro.
Another thing to keep in mind: Lula’s Facebook page is managed by 19 people, while Bolsonaro’s by 6. If we continue touring other networks, the current President also triumphs: on Twitter, for example, Bolsonaro doubles the number of followers Lula has, 9 million versus 4 million. On Tik Tok, the difference narrows but Bolsonaro also wins with 3 million followers compared to 2 million for Lula. Not even on YouTube does Lula appear victorious considering the investment in advertising that he made: his official channel has 642,000 subscribers while Bolsonaro’s exceeds 4 million.
Now let’s talk about interactions. In the last hours, Bolsonaro received the support of Neymar through a video that the president himself published on his official networks. The video reached more than 32 million people, registered almost 3 million likes and 140,000 comments. An interaction rate well above the publication that Xuxa made to express his support for Lula which achieved 6 million views475,000 likes and 85,000 comments.
To finish, we go with some digital curiosities that happened during the campaign. Jair Bolsonaro’s team forgot to renew the domain of his official site and opponents took the opportunity to take over the web and publish memes and caricatures against Bolsonaro. Today, the page is down and the President’s team did not give any explanation on the subject. A domain in Brazil costs from 3 dollars.
Perhaps as revenge from Bolsonaro’s bunker they created a website to spread false news about Lula, with the name Lulaflix and not only that, but they advertised it so that it is among the first results of Google. This was the digital campaign in the neighboring country that this Sunday elects its next President.
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