The use of social media in the Brazilian electoral campaigns of 2018 and 2022 ¹

Motivated by the increasing digitalization of political campaigns over the past decade, this article aims to analyze the strategic use of social media in Brazil’s 2018 and 2022 presidential election campaigns, focusing on the candidates who advanced to the second round in both contexts: Jair Bolsonaro (2018 and 2022), Fernando Haddad (2018), and Lula (2022). The study examined posts published on Facebook and Twitter during the electoral period, highlighting post frequency, publication formats, and engagement rates. The research employed both quantitative and qualitative data, enabling the generation of a comparative diagnosis that explores the effects of these campaigns on digital engagement and political communication. The study found different patterns of social media use in the four campaigns, especially in terms of posting frequencies and style, as Bolsonaro opted for a lower frequency and amateur aesthetic, while Lula and Haddad opted for higher frequencies and visual professionalization, offering reflections on electoral strategies, their limitations and potential impacts for democracies.

Keywords:
electoral marketing; social media; political marketing; Brazilian elections