The President’s social networks adopted more informal and dynamic tone in publications, with language aligned with Tiktokers, after the inauguration of the new minister of Secom (Presidential Communication Secretariat), on the 14th.
This was considered one of the main challenges of the successor of. In his, he signaled that the government’s digital communication needed change.
According to assistants, the idea was to make the president’s networks less bureaucratic and formal – which, in real life, no longer has the president’s profile.
As a result, their profiles started using features such as Tiktok trends, memes and more dynamic video editing style.
Posts of the president’s official accounts in and at the X (old) are now less institutional and embarking on trends when possible, as in the damage celebration Thursday (23).
Previously, the president’s profiles brought more committed and formal publications, as in the nomination to the actress to the Golden Globe. The post brought only one record of Lula and First Lady, Rosângela da Silva, Janja, next to Torres, with the caption “in the fans”.
The president has no cell phone and does not use social networks. Their management, during the first two years of the government, was divided between Secom sectors. Instagram was under the tutelage of Ricardo Stuckert, official photographer of the president and secretary of production and dissemination of audiovisual content.
The videos were more formal, and even when in a moment of relaxation of the president, they did not include games or other visual resources from the networks. Now there is a more shared management of Lula’s networks, and the format has changed.
One of the videos published by the new team plays with “Trend Pov” – from the English, point of view, point of view. “The president who opens the most doors and opportunities in Brazil,” says the title. In the image, Lula delivers popular homes.
The new minister appointed to the Secretariat of Strategies and Networks Mariah Queiroz, who works with the social networks of the mayor of Recife, (PSB).
She brought with her a team to join the professionals who continue in the secretariat. There is evaluation that the mayor has good dialogue with the population on social networks.
The minister also dismissed OE appointed journalist Laércio Portela to the Presidency Department of Press. Through the post, publications of the Chief Executive in X, former Twitter.
The change is also happening on the social network where the president had the most formal tone. The publication of excerpts from their speeches and photos of official visits continue to occur, such as the officialization of ambassador André Corrêa do Lago as president of COP-30.
But there is room for a more joke tone at other times, such as Oscar’s nominations. Lula said at X that the movie “I’m still here” can already ask for music. This is a reference to a picture of TV Globo’s Fantástico show, in which soccer players ask for a song after scoring three goals in the same match.
Sidonius was Lula’s marketer in 2022 and had already been invited to formally participate in the government. But it comes now after the communication is the subject of internal and external criticism – including Lula.
At the end of the year, that of his government and that he would be forced to do “the necessary corrections.”
When taking office on the 14th, Sidonio spoke in “Digital Faroeste” after and complained that the population cannot see the virtues of the government.
“Measures as announced by São Bads because they violate sovereignty and create digital western,” he said, in reference to the policy changes of the company Dona do E Instagram.
“The information of the services does not reach the tip. The population cannot see the government in their virtues. The lie in digital environments fostered by the far right creates a smoke curtain in real life, manipulates innocent people and threatens humanity,” he added .
