The federal deputy (PL-MG) reached one day with a single critical video of the “poor x rich” motto, 88% of the engagement that the president, the PT and the federal government reached a week on Instagram with the publication of content that sought to show the petista as defender of the poor while Congress would be in favor of elites and rich.
The data were collected at the request of the Sheet By Marcello Natale, partner of BN3 agency – numbers -based marketing.
Since July 2, the PT, president and federal government profiles on Instagram have published 20 videos, photos and texts with references to the motto of this campaign – their part sponsored to increase the affected audience.
The party released montages using artificial intelligence to defend the need that they dubbed BBB (billionaires, banks and bets).
The video with the largest audience hit was the “Boteco do Brasa”, which shows a bar table. “You consumed champagne, caviar, lobster, and will pay less than we were only in Brejinha and Torresminho?” Asks one of the customers.
There were 20 million views from Friday (4) until Tuesday night (8), but only 16,700 likes and 1,600 comments. The PT spent between R $ 90 thousand and R $ 100 thousand in sponsorship to expand the range, according to the Library of Meta Ad, owner of Instagram.
The post with greater engagement, with 348,000 interactions, was a photo in which Lula raises a sign in which is written “Super Rica Taxation” during an event in Bahia. “More tax justice and less inequality. It’s about it,” says the caption.
The “rich x poor” campaign emerged as a response that increased by the (financial operations tax) and the resistance of parliamentarians to the tax high package proposed by Finance Minister Fernando Haddad to close government accounts until the end of the current term.
Other actors on the left also engaged in this agenda. The Federal Deputy (-SP), quoted for the General Secretariat of the Presidency, reached 128,000 likes and comments by publicizing an act in Sao Paulo on July 10 to charge the approval of the project that exempts the income tax of those who earn up to R $ 5,000.
The deputy (-SP) received 95,000 reactions by arguing that “those who earn more have to pay more so that those who earn less pay less” and present a proposed amendment to the income tax exemption project, with the suggestion to double the taxation Haddad proposed on the richest.
Right politicians had also attacked the government and Lula on the subject, such as former President Jair Bolsonaro (PL), who got 73,000 Instagram reactions by asking people to share “the truth before they censor you” about the increase in IOF.
These contents, however, were right behind what published by Nikolas Ferreira on Instagram on Monday (7). The deputy recorded a video that accuses the government of lying in the campaign and points to “luxury spending” by Lula and the first lady Janja da Silva, such as international trips and the use of a $ 1,680 tie by the president.
The video had, until Tuesday night, 13.2 million views, less than “Boteco do Brasa”. However, it reached 1.1 million likes and 67,500 comments, from afar with the largest range on social networks on the subject.
Natale of BN3 agency states that the “Ricos x Poor” campaign was the PT’s first initiative that managed to spread to the progressive ecosystem quickly and hit the audience with a successful strategy: defined agenda, good support content, reverberating allies and the engaged audience.
However, the video of the federal deputy showed the limitations of this strategy. “No one wants to be convinced. People want to be validated,” he says. The success of the parliamentarian, he says, is knowing how to read public opinion and condense in a well -produced material “what everyone wanted to have said first.”
