Socialbakers Covers the Brazilian Elections on Facebook

On October 5th, the world’s 5th largest country, 7th largest economy*, and 3rd largest Facebook market will go to the polls to vote for President, National Congress, state governors, and state legislatures. As part of Socialbakers’ global coverage of the biggest election year in history, we’ll be tracking the lead-up to the Brazilian elections on a special microsite, taking our information from the only opinion poll that really matters – Facebook.

Socialbakers Covers the Brazilian Elections on Facebook

More than in most elections for any country’s leadership, the peoples’ rhetoric will be particularly important – and particularly volatile – in this race. Earlier this year millions took to the streets in Brazil to protest economic conditions in the country – protests that were both organized and captured through social media. Brazilian social media users are legion, constantly defining the cutting edge of social media usage. They account for a dynamic portion of Facebook’s 1.317 billion global Monthly Active Users (MAU). Given its prevalence, the way politicians interact with voters on Facebook is more important than ever.

Industrial Ramifications

Brands in the Auto Industry and Industrial Production should keep a particularly close eye on this election. Though they are among the largest industries in the country, they don’t dominate Facebook – yet. Here are the top Brazilian Industries on Facebook, taken from our August marketing reports:

By leveraging the election hype and turning it into engaging brand-relevant content, brands in Brazil’s top industries can improve their profile domestically and internationally, and expand their businesses even further. If you’re in those industries and want to know what you can do to turn buzz into results for your brand, contact

The Contenders

Though incumbent President Dilma Rousseff (Brazil’s first female head of state) is projected by most opinion polls to be in the lead with anywhere from 35%-40% of the vote secured, Brazil’s political system requires a 50% vote for any one candidate to be elected in the first round of voting. So, if Rousseff wants to consolidate her influence with this election, it seems like she’ll need to rally more social support in the next two months – particularly because her chief rival is disproportionately popular, and is on a surprise run fueled by a national tragedy.

Rousseff’s Workers’ Party (PT) is up against the Brazilian Social Democracy Party (PSDB) and Brazilian Socialist Party (PSB), among other rivals. If Facebook, is any indication, the PSB looks increasingly like her primary rival.

The party’s initial presidential candidate, Eduardo Campos, was killed in a tragic plane crash on Wednesday, August 13th. Though he was a popular figure from a political family, his real strength was always his Vice Presidential candidate, Marina Silva. Now leading the party she joined not long ago, Silva is one of the nation’s – and the world’s – top environmentalists, and has been a galvanizing force in Brazil for decades. She currently has more Facebook Fans than any other candidate and nearly twice as many total interactions, and her VP choice, Beto Albuquerque, also leads the VPs in both categories, by an exponential amount. By taking the mantle of the fallen leader Campos as her own, she is reaching Brazilians in an extremely effective way.

If her support continues to build, Rousseff will find it hard to maintain her office. A new, surprising leader could be coming on to the world stage.

*5th in terms of Population and Geographical Area, 7th in terms of nominal GDP and Purchasing Power Parity

As of Q2 2014

Social Media Analyst

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