The mass digital mobilization that helped re-elect Brazilian President Luiz Inácio Lula da Silva is inspiring leftwing activists globally. André Janones grew a WhatsApp channel called "Lula's army" from 50,000 to nearly 11 million followers, equivalent to 7% of the electorate, by sending motivational messages and recruitment missions. This strategy overhauled Lula's digital approach after hard-right challenger Flávio Bolsonaro led the first-round ballot.
Social listening data shows Lula's team outposted Bolsonaro's accounts in the weeks before the vote. With populist rightwing forces adept online elsewhere, the success has caught the attention of leftwingers in Spain and France. In Argentina, a "Peronism's Army" WhatsApp channel launched after Lula's win aims to counter libertarian President Javier Milei.
The French far-left party France Unbowed is also implementing the tactic, while Spanish supporters of Prime Minister Pedro Sánchez joined a channel called "The Power of the People," which grew sixfold to 44,000 followers. These cross-border efforts demonstrate a shifting digital landscape where leftwing movements are adopting rightwing mobilizing tactics to compete in social media battlegrounds ahead of upcoming elections.
Source: Financial Times Companies · Summarized by HeadlinesBriefing