Municipal elections on social media: First round of the electoral contest for mayor in Brazilian capitals
Por: FGV Comunicação Rio
By: FGV Comunicação Rio
Instagram has established itself as the primary communication platform in political campaigns, accounting for 44.7% of total posts, according to a survey by FGV Comunicação Rio. This dominance reflects a political debate that prioritizes aesthetics and the visual impact of messages, favoring candidates who can create visually appealing and easily shareable content.
Short videos have also emerged as a central tool in communication strategies. On Instagram, reels constitute 69.9% of posts and generate 91.6% of engagement. This emphasis on audiovisual content indicates that candidates are adapting their approaches to capture the attention of a dispersed audience, leveraging the dynamism and emotional impact of short videos, which have proven effective in engaging voters.
The analysis of interactions on social media also reveals significant disparities. The Southeast region stands out for its high content production, with São Paulo leading the digital landscape. In the Northeast, capitals like Recife and Fortaleza show strong engagement, indicating active public participation on social media. In contrast, the Northern region of Brazil exhibits very low digital interactions, suggesting inequalities in access to digital infrastructure.
In addition to regional disparities, the analysis reveals a gender bias in campaigns. Digital political engagement is predominantly male, especially on Instagram. Regarding the ethnic-racial profile of candidates, the underrepresentation of Black and mixed-race individuals is reflected in digital interactions, further accentuating inequality..