{"id":"b08d1cf0-ed71-479d-8e0c-2efcdc454adb","url":"https://www.theguardian.com/world/2026/oct/31/brazil-lula-social-media","domain":"theguardian.com","outlet":{"name":"The Guardian","country":"GB","cred":4,"lean":-1,"curated":true,"owner":"Guardian Media Group"},"title":"The secret behind Lula’s win in Brazil may be an ‘army’ – of social media creators","plainHeadline":"Lula used a large social media strategy to win Brazil's election.","rewrite":{"model":null,"at":null},"summary":["Four days before the election, Lula got his first smartphone and adapted his campaign strategy.","A WhatsApp group called 'Lula’s Army' grew to nearly 11 million followers before the vote.","André Janones led the army, claiming Lula’s social media engagement determined the outcome.","Engagement on Bolsonaro's posts was higher, leading Lula to boost organic engagement instead.","After the victory, Lula joined the Army, delivering coordinated social media efforts and content."],"topics":["Politics","Social Media","Internet Culture"],"lang":"eng","publishedAt":"2026-10-31T13:37:39.000Z","ingestedAt":"2026-10-31T13:44:05.236Z","story":"https://brief.concise.news/story/d6b06b1a-1f30-454c-8562-da8b0669c225","storyId":"d6b06b1a-1f30-454c-8562-da8b0669c225","image":"https://i.guim.co.uk/img/media/6017d328211280fc8479d11c6852328cc1d0508e/651_0_6481_5188/master/6481.jpg?width=140&quality=85&auto=format&fit=max&s=f15f9c34ad9a1b2cc61ef2d7a1074368","author":"Tiago Rogero in Brasília","dek":"There are many explanations for the incumbent president’s win over Flávio Bolsonaro, but analysts – and he – point to reinvention of his social media use"}