Among the biggest names in Brazilian politics on social networks, the right still reigns almost alone.
It remains an absolute leader on Instagram, with over 27 million followers, but no longer grows at the same pace as before. The protagonism today has, which occupies the second position among the political profiles of the network. Beside him, Eduardo and are still relevant, while consolidating himself as a pocket alternative. Among the ten most in a row, it only appears as a representative of the left.
But when the criterion is growth – and not just size – the surprise comes from the left. In the last 90 days, the one who has won the most followers was, former candidate for the government of Pernambuco by the PCB: even though he was openly introduced as a leninist and communist Marxist, without a party or mandate, grew more than 1 million new followers, surpassing the discharge of Nikolas Ferreira, and even Lula himself. During this period, it was the profile related to the fastest growing policy on Instagram, side by side only of names from the right, such as Nikolas Ferreira, Zé Trovão and Allan dos Santos.
In real -time palver monitoring of more than 100,000 public groups of WhatsApp, where the most daily debate is captured, the scenario is still similar. Excluding Lula and Bolsonaro, the most mentioned names in the last 90 days were Eduardo Bolsonaro, Nikolas Ferreira e.
Then they appear, to a smaller scale, Cleitinho, and Jones Manoel himself. These numbers, though smaller, reveal those who can pierce the bubble and stay on the radar of everyday debate. The contrast, however, of course: while the right supports a constellation of frequently remembered leaders, the left still comes in a shy and fragmented manner.
It is in this vacuum that Jones Manoel emerges as a standing figure of the digital left. Its growth is based on a multiplatform strategy with deliberate intention to “bubble bubble”: participate in conservative podcasts, such as Três Irmãos and Intelligence Ltda, and accept direct debates with figures such as and Fernando Holiday.
The turning point came in the confrontation with the influencer Wilker Leo in late May, a debate that went viral after negative repercussions on Wilker’s performance. In July, growth is accentuated by the viralization of cuts of the debate between Jones Manoel with 20 conservatives on the Spectrum channel.
With periodic participation in debates and clashes with representatives of the right on the Internet, Jones was able to produce “peaks of engagement” that maintain his image relevant and growing in the digital debate. Because it does not align with the Lula administration, it can face conservatives used to attacking only. Jones calls this tactic “digital guerrilla”: exposing himself in hostile environments and converting clashes to potentially viral content and cuts.
If Jones Manoel grows up for the willingness to get into debates and confront opponents, Nikolas Ferreira represents the opposite skill: expanding his base without exposing himself to the risk of confrontation. It is today one of the most skilled politicians in the use of social networks.
Your strategy is in targeted videos without having to participate in direct clashes. He was a central vector of the diffusion of narratives such as the PIX crisis and acted as a weight communicator on guidelines like IOF and INSS. This domain of networks has consolidated him as a digital heir to pockets. In recent weeks, however, its relevance has oscillated before, in an internal dispute over the protagonism of the right.
The right still dominates the digital ecosystem, with multiple leaders, constant presence and greater ability to viralize its guidelines. The left follows fragmented and discreet, and emerging names have not yet shown comparable breath. Recent experiences, such as Jones Manoel’s, suggest possible ways to dispute attention and narratives, but it takes time to understand whether this type of growth will be able to support itself in an environment still widely controlled on the right.
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