A new study by Instituto Ativaweb, presented on VEJA em Foco, highlights how social media is shaping Brazil’s 2026 presidential race. The analysis shows Luiz Inácio Lula da Silva leading in online reach and audience, Flávio Bolsonaro maintaining strong support but losing followers amid internal political tensions, and Renan Santos posting rapid growth in his digital base.
According to Ativaweb CEO Alek Maracajá, the online environment has become increasingly intense as the election calendar advances. He said political moods on digital platforms are accelerating, reflecting a highly competitive atmosphere among presidential hopefuls.
Lula stands out as the candidate with the largest audience on social networks, surpassing 15 million followers. Maracajá said this advantage is linked to Lula’s ability to distribute content effectively across platforms, helping him maintain broad visibility and engagement. The study positions him as the current leader in digital reach among Brazil’s top political figures.
Renan Santos emerged as one of the most notable names in the report because of the speed of his follower growth. The institute said his expansion had already drawn attention in the previous week’s monitoring, suggesting sustained momentum online. Maracajá described this as a sign that Santos is managing to expand his digital presence in a crowded and highly reactive political environment. The report does not say whether that growth is translating into broader electoral support, but it indicates that his online profile is rising quickly.
Flávio Bolsonaro, by contrast, saw a recent drop in followers even though he continues to mobilize a loyal base of supporters. Maracajá said the decline had also been observed earlier and remained visible in the latest week studied. He suggested the loss may be connected to internal disputes and disappointment within Bolsonaro’s political circle. The report frames the drop as a warning sign for his digital performance, even as his base remains active.
The Ativaweb analysis underscores the growing importance of social media in modern campaigns, where online reach, engagement, and follower trends can offer clues about political strength. Maracajá said social networks have become part of everyday life and argued that candidates need to communicate simply and directly with voters. He summed up the influence of digital followership in electoral politics by saying that a follower is also a vote.
The study, shared during VEJA em Foco, reflects a broader trend in which social media metrics are increasingly treated as indicators of campaign momentum. With the 2026 presidential race taking shape, the digital battlefield appears to be an important arena for measuring visibility, loyalty, and growth among Brazil’s leading political contenders.
