Political leaders face declining social media engagement in Brazil and Argentina

Data from recent consultancy reports indicate a decline in social media sentiment and engagement for prominent political figures in Brazil and Argentina.

In Brazil, an analysis by AP Exata of 120,000 mentions on Instagram and X shows a significant deterioration in the public image of Supreme Court Minister Alexandre de Moraes. Following a Federal Police report regarding alleged contacts between Moraes and former banker Daniel Vorcaro, negative mentions rose to over 70%, while positive evaluations remained below 5%. In contrast, Minister André Mendonça maintains a more balanced profile, with negative mentions oscillating between 25% and 30% and positive mentions between 20% and 25%.

In Argentina, communications firm Ad Hoc reports a sharp decline in digital engagement for President Javier Milei. Mentions on social platforms fell to 3.7 million in June, a 72% decrease from the February 2025 peak of 12.6 million. Engagement on X, including reposts and likes, has dropped 62% since Milei assumed office. Analysts suggest this decline reflects broader challenges, including stalled economic progress, legislative difficulties, and corruption scandals that have impacted his public approval.