Videos published on social networks by Luiz Inácio da Silva () after the inauguration of the minister of the Secretariat of Social Communication, , show the inspiration in the language adopted by the mayor of Recife, ().
This includes the use of sound effects, quick cuts and informality, which are characteristics of the mayor’s networks. The relationship is not by chance: Campos provided two members of his team to help manage Sidônio at Secom.
According to a PT member with access to Palácio do Planalto, the best example is a video published this Wednesday (22) about the duplication of BR-381, in Minas Gerais.
With more than 2.2 million views in 24 hours, the video begins with the president saying “doubled”, reproducing the number two with his fingers, alongside minister Renan Filho (Transport). In the background, there is a sound similar to the Super Mario video game.
Another video produced this week retrieves images from Lula’s diaries from last year. In the cuts, a man, a young man and a woman appear citing cases of impact on personal life and family due to programs such as ProUni and Fies. A quick excerpt lasting a few seconds opens the video with an impactful phrase from a common citizen, in order to retain the user, followed by a visual effect.
In the video that praises the and , there are edits that successively bring the president’s face closer and further away from the camera, creating a dynamic flow of images, even with the scenery maintained throughout the 30 seconds. The communications team also included figures of the actress, the film and the statuette, accompanied by short sounds from the award ceremony around Lula.
The digital strategies are similar to those used in Campos’ day-to-day work, which is considered an example of success on social media. Therefore, the government took the person responsible for managing its social networks, Mariah Queiroz, to work in Planalto. The mayor’s marketer, Rafael Marroquim, acts as an informal consultant after Sidônio, who took office on the 14th.
Previously, the president’s videos had a more formal nature in speeches and scenarios and with little use of sound and visual effects together.
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