Boosting in the First Round of the 2024 Elections
By: FGV Comunicação Rio
By: FGV Comunicação Rio
A study by FGV Comunicação Rio analyzed new dynamics in content promotion during municipal mayoral election campaigns across Brazil's 26 capital cities. The goal was to understand how candidates used paid content to communicate with voters, examining the strategies employed, spending patterns, and fund allocation from electoral resources on Instagram and Facebook. Data for this study came from the Tribunal Superior Eleitoral (TSE) and Meta ADS Library reports. Other companies, like Google, chose to prohibit this type of political advertising.
Mayoral candidates in these capitals spent over 56 million reais on paid social media advertising, with the top 10 spenders accounting for more than 55% of total spending. This suggests that a significant portion of resources was concentrated among a few campaigns. Notably, in eight capitals, the highest spending candidates were incumbents seeking re-election, such as Ricardo Nunes (MDB) in São Paulo. The intense electoral competitiveness may have driven this strategic allocation of digital campaign resources.
Candidate with the highest expenditure on electoral advertising in each Brazilian capital on Facebook/Instagram (R$, in millions)
Period: August 16 to October 4, 2024
Elaborated by: FGV Comunicação Rio
In the campaign's final stretch, daily spending on paid ads exceeded 3 million reais, aiming to increase candidate visibility and boost paid engagement. Candidate Pablo Marçal drew particular attention by spending 1.2 million reais on the last day of the campaign, which represented 27% of all spending by candidates in the capitals for that day.
Prominent themes in boosted posts included street activities, endorsements from political allies, and negative campaigns against opponents. The effectiveness of these strategies hinges on candidates’ ability to target specific audiences and tailor messages to niche groups.