Scrolling through social media and facing the politician you used to watch only on TV might seem like a very likely scenario these days. But for decades, political campaigns followed a familiar script: candidates fought for space on television, prepared for debates, and carefully built public appearances. In 2026, that formula still matters, but it is no longer enough.
Recording Reels, making TikToks and posting on Instagram are now part of candidate’s routine for the 2026 Brazilian elections. It is no secret that social media plays a major role in how people get informed these days; therefore adapting to this scenario must be a priority when approaching new voters.
The format is new, but what about the audience? Is it the same?
This new election campaign not only changes its format but also reaches out to a different audience, Gen Z, who took over social media and online communication, and are the primary target of this content.
The advertising is shared on digital media — mostly seen by young people — and also uses popular language and strategic settings designed to capture this generation’s attention. The content doesn’t necessarily look like a campaign advertisement, and most of the time, that is precisely the point.
Now, politicians fight for more than traditional public influence: they have to win the public’s attention in the online universe. That is why they produce such organic videos–aiming to mingle among the algorithms and naturally conquer new voters.
Why bet on young voters?
The effort to connect with the young audience is no coincidence among presidential candidates. According to Brazil’s Electoral Justice system, the number of young voters grew significantly in 2024: more than 1.8 million people aged 16 and 17 obtained their voter registration and became eligible to vote, representing a 78% increase compared to 2020.
The numbers express something that politicians have been noticing for quite some time: Attracting young voters is not only important, it is also urgent.
According to Paulo Niccoli Ramirez, PhD in Social Sciences from PUC-SP and professor of Political Science at Casa do Saber, candidates for the Brazilian Presidency will face a fierce dispute — and the competition might get even more intense in a possible second round.
For that reason, it is crucial to keep young voters on the radar, because they will be essential in deciding this year’s political scenario.
On the other hand, their growing political participation comes with another concern. This generation is becoming politically active while consuming information through digital platforms. That puts young voters in an online environment where misinformation, sensationalism and manipulation can spread quickly.
When complex issues become short videos
Political matters are complex and involve historical context, and a series of different perspectives. On social media, however, these subjects have to compete for attention with short, highly emotional content – like viral memes, hot takes, and quick trends – that tends to perform better in the online universe. As a result, complex debates are often simplified to fit short videos format.
For Ramirez, this simplification is one of the main problems of political content on social media. The professor relates this dynamic to the concept of “post-truth”, an idea that became popular in political discussions after Oxford Dictionaries selected it as its 2016 Word of the Year. The term describes situations in which objective facts have less influence on public opinion than emotions and personal beliefs.
“The electorate starts to be seduced by strong images and more shocking speeches”, he explains. The problem is not simply that political discussions become shorter, It is that the reduction of complex issues can make it harder for voters to understand the context and interests behind a political proposal.
The risk of this simplification is even more intense when democratic institutions are questioned. In Brazil, we have already witnessed the invalidation of voting machines and election results creating a dangerous scenario where people are encouraged to lose faith in their own democracy.
Social media and a lifetime advertising
The transformation brought by social media goes beyond the way politicians speak to voters. According to Ramirez, one of the most important changes is that campaigns are no longer restricted to the official electoral period. Therefore, politicians who are able to invest consistently in digital platforms can build a strong image long before the official campaign begins.
According to the professor, this creates a new form of political visibility and results in an unfair competition. The official electoral period aims to establish a fair competition between candidates, but that is not often guaranteed on social media.
Can politics become more accessible?
Despite the risks associated with sharing information online, social media can expand political discussions and reach a wider range of voices. But how can we reconcile the democratization of these discussions with the risks of discourse manipulation?
According to Professor Ramirez, the internet still lacks clear rules to guarantee equality among candidates and parties, not to mention the risk of unreliable information, given that this type of content is usually monetized. However, if properly regulated the digital environment could establish itself as a safe space to inform a large audience. Different sides, different strategies
Digital platforms are used in different ways across the Brazilian political spectrum. However, for non-experts, it can be difficult to distinguish these dynamics.
Ramirez argues that the brazilian right has traditionally had greater financial resources to invest in digital communication. He also points to religious groups and other politically organized communities that can maintain a constant presence online and share a political voice.
The left, on the other hand, may have stronger connections with political bases in peripheral communities and local activism, but this does not necessarily translate into the same level of visibility online.
“There are politicians who are more effective, who are actually out on the streets, taking care of the population, but they can have less electoral success than someone who spends the whole day in studios, on social media or recording videos”, the professor points out.
The contrast reveals another crucial point for the way politicians communicate: political work and political visibility are not necessarily the same thing. A politician can be highly active in their community, yet in some cases, their popularity does not translate into recognition or fame.
Lula, Flávio Bolsonaro and two ways of reaching Gen Z
The difference can also be seen in the way politicians from opposing political camps try to communicate with younger voters.
Ramirez describes the approaches of Luiz Inácio Lula da Silva and Flávio Bolsonaro as “radically opposed.” According to him, Flávio Bolsonaro’s communication appeals more strongly to young voters who identify with an anti-system and more radical political discourse. He says that Bolsonaro’s political communication often relies on aggressive rhetoric and attacks against institutions, including the Electoral Justice system and electronic voting machines.
Lula, however, tries to appeal to a more moderate young audience. Ramirez’s perspective describes Lula’s current discourse as focused on conciliation, institutional stability and the defense of democracy are often central to his speeches
It is surprising how the same platform can be used to interact with completely different audiences, depending on how contents are produced. It might be the language used or the topic addressed, but it is possible to connect with really different voters.
So, are politicians becoming influencers?
Perhaps the answer is not that politicians are becoming influencers, but that politics is becoming increasingly influenced by the logic of influence. Politicians now have to adapt their language and communication so they connect with new people.
Political proposals compete with entertainment, and it is becoming increasingly difficult for voters to evaluate them. The logic of algorithms shows us that the reality of social media may be permanent, and those who do not learn to use it will struggle to communicate.
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The article above was edited by Julia Galoro.
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