In Brazil's presidential race, Bolsonaro appears everywhere on social media and Lula nowhere
Just over ten days from now, Brazil will go to the polls again for the second and decisive round between left-wing president Lula da Silva and his radical-right opponent Flavio Bolsonaro. In the run-up to this tense race, Lula's Workers' Party (PT) campaign team noticed that posts from Lula's official Instagram profile were not very visible.
Pages of the campaign team were sometimes suddenly blocked and posts became untraceable. When NOS tested this week by typing 'Lula' on Instagram, various other accounts appeared first, including the personal profile of Lula's wife Janja Silva.
Only after a refined search does the personal profile of Brazil's president appear. But as soon as the letters 'Bol' are entered, the official account of the former president Jair Bolsonaro, sentenced to 27 years, and that of his son and presidential candidate Flavio Bolsonaro appear immediately.
Setup?
Is there intent involved here and is tech company Meta trying to interfere in the Brazilian elections? According to Lula's team, that is the case, and not only Lula's page after the first round is virtually untraceable, but also those of other left-wing leaders. The posts and profile of rival Bolsonaro, on the other hand, are much more visible.
In this way, Meta, says Lula's campaign team, tries to favor the Bolsonaro family in these elections. An independent investigation will ultimately have to determine whether there was a deliberate attempt to influence the elections.
The Brazilian electoral court (TSE) gave Meta 48 hours to provide clarity. The tech company denies the allegations but offers little further explanation. There is said to be "a technical malfunction." Why the social media accounts of the Bolsonaros are not affected remains unclear.
The damage for the left in the run-up to the second round is meanwhile significant, because now Lula is trying to focus on an online campaign in the hope of winning the second round. In the first round, Flavio Bolsonaro won with 47 percent of the votes and President Lula obtained 45 percent. The radical-right social media campaign was stronger and more focused on young people in the run-up to the first round, while the criticism of the now 80-year-old Lula is that his campaign is outdated, does not appeal to young people, and is less focused on social media.
One of the youngest leaders of Lula's Workers' Party is now trying to change that. The 21-year-old Ana Elisa Santos Silva was herself elected to the National Congress for the state of Minas Gerais with half a million votes during the first round, thanks to her personal TikTok campaign. After her victory, she addressed Lula directly: "President, let me run the social media campaign!"
She tries to make the traditional campaign of the old Lula more dynamic with short and fast videos. She also tries to attract right-wing voters away from 'Bolsonarismo' in the hope that they will vote for Lula in the second round.
Setback
That Lula is now having problems with Meta at a moment when his party—albeit quite late—is finally fully investing in a social media campaign is a big setback for the left.
It is not the first time Meta has faced criticism in Brazil. The company was already in conflict with the Brazilian government for not doing enough to counter the spread of fake news and hate messages. WhatsApp was blocked for days as a result. Brazil has strict rules for platforms regarding the spread of disinformation.
For example, in 2024 the Brazilian Supreme Court imposed a temporary blockade on platform X and took it offline. The tensions with owner Elon Musk then escalated. Bolsonaro's party has always opposed the stricter rules and demands for the largest American tech companies. It is expected that if Flavio Bolsonaro wins the elections, the rules will be relaxed and Big Tech will get more space and freedom in Brazil.