PT Prepares 37 Digital Influencers as Candidates to Strengthen Presence for 2026 Elections

In preparation for the 2026 elections, Brazil's Workers' Party (PT) is strategically embracing the digital age by recruiting 37 social media influencers as candidates for state and federal positions. This initiative, led by the youth segment of the PT, aims to rejuvenate the party’s image and expand its congressional bench.

Despite President Luiz Inácio Lula da Silva's previous criticism of influencers, deeming their content often trivial, PT has moved forward with this strategy. So far, 13 pre-candidates have been confirmed, with another 20 in negotiations. These influencers boast follower counts ranging from 100,000 to 800,000, providing the PT with substantial digital reach. Vinicios Betiol, a professor and one of the pre-candidates, highlighted the necessity of adapting to the digital landscape for political renewal.

PT’s Secretary of Communication, Éden Valadares, stressed the importance of combining traditional street activism with strong digital engagement, calling current digital platforms pivotal for political mobilization. The party has invested significantly in influencer partnerships, spending R$ 1.1 million on 77 influencers in 2025 alone. Additionally, PT organizes training seminars to enhance party members’ digital communication skills. This shift marks PT's acknowledgment of the growing role of social media in shaping political discourse and voter influence.