Sérgio Moro’s affiliation with Somos and the launch of his pre-candidacy for the presidency stirred up the former judge’s social networks and consolidated him in third place in the ranking of the most popular presidential candidates on the internet. A survey by BITES consultancy shows that the last month was one of inflection, especially on Instagram.
Moro gained more than 53 thousand followers and distanced himself in mentions of his main adversaries in the so-called political center: Ciro Gomes (PDT) and João Doria (PSDB).
In the last 30 days, Moro’s name reached 2.41 million citations, up 107% from the previous month. Leaders in the polls, former president Luiz Inácio Lula da Silva (PT) and president Jair Bolsonaro (PL) are ahead.
The daily analysis of the former judge’s networks shows that the effect of making his political-electoral intention official was almost immediate on Instagram, considered the most effective means of reaching less politicized voters.
“Moro had been dropping in the number of followers on the platform since April of last year, when he left the Bolsonaro government. It arrived in the valley between October 20th and November 1st this year, when it reached 2.505 million followers. Since then, it has only grown and is now accompanied by 2.558 million”, says André Eler, deputy director of BITES.
Target
The specialist in digital media warns, however, that this gain is not always positive, that is, the fact that people are talking more about Moro does not mean that they are talking well about him. Upon assuming himself as a pre-candidate, the former minister of Justice and Public Security of Bolsonaro became a target for both the Pocket and PT network, which helps to explain part of the scope.
But the change is not just numerical, it is clearly electoral. It is possible to notice a visual difference between the posts made before and after the affiliation to Podemos, on November 10th.
Now standardized and with professional photos, the messages always bring the ex-judge with a speech of hope that often evades themes that are more comfortable for him, such as the fight against corruption. “This movement started at the end of October, when the work of a professional team was noticed. Before, the tweets were written by him and now there is design material, with the colors that should mark his campaign, as well as a probable slogan: ‘For a fair Brazil for all’. Another change is that he starts talking about various topics, such as economics, for example, to try to show that he won’t be a single-grade candidate.”
The investment made the volume of interactions of the pre-candidate also jump by 37% in the last month, mainly because he started to use the networks more. On average, three times more than before the affiliation – there were 246 messages in the period analyzed by the consultancy.
Book
The graph prepared by BITES points to November 30 as the one with the highest mentions of the pre-candidate in the period. With the release of his book – Against the Corruption System -, he even surpassed Lula in the networks.
When publicizing the book, by the way, the former judge chose to post a photo in which his work is advertised next to the PT’s biography. The evolution of the posts shows that the discourse will not only be about proposals, but also about attacks on the current administration and on PT governments.
On Twitter, Moro was similarly stationed in interactions, but has gained 14,000 followers since November 10th.
“It’s not much, just 0.42%, but it also meant an inflection point”, adds Eler.
Facebook’s numbers are still irrelevant, as Moro only created his official account last month.
The information is from the newspaper The State of São Paulo.
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