Social Media and the Brazilian Presidential Campaign: An Analysis of Engagement Metrics Using Crowdtangle

In recent years, the emergence of the internet and social networks has sparked extensive debate regarding their implications for democracies. These digital platforms have revolutionized the way we socialize and produce and disseminate information. However, this overexposure in networks has led to a blurring of the lines between public and private, fostering a logic based on subjectivity that exacerbates elements such as political personalism. Understanding the role of these platforms in democratic processes has become a crucial research area. During election periods, social media has become even more influential, allowing us to analyze not only the themes and narratives presented in campaigns, but also how internet users interact with candidates' pages. This paper examines the role of social media in contemporary democracies, analyzing the 2022 Brazilian presidential campaigns on Facebook and Instagram. We adopt a qualitative and quantitative approach, utilizing data collected by Crowdtangle platform. By monitoring the presidential candidates' profiles during the campaign period, we investigate the political debate in these networks, including the main narratives and communication strategies employed. Our analysis focuses on the content of the presidential candidates' publications and their engagement metrics.