Milei’s social media machine is starting to misfire in Argentina
Javier Milei has described himself as “a product of social media,” but his online support is in decline. The president's online machinery is laying bare the challenges facing his re-election bid next year. Leer más
Milei's social media strategy, which played a crucial role in his rise to power in 2023, now appears to be faltering ahead of his re-election campaign. According to a report by Ad Hoc, a communications consultancy firm, mentions of Milei on social media platforms and websites dropped to 3.7 million in June, a significant 72 percent decrease from the February peak of 12.6 million.
Engagement with Milei's X posts, including reposts and likes, has plummeted by 62 percent since his inauguration. This decline in online influence is reflective of broader challenges facing Milei, including stagnant economic progress, a faltering legislative agenda, and multiple corruption scandals. Milei's social media decline also highlights the erosion of public opinion, which is now at near its lowest levels.
Kevin Grunbaum, Ad Hoc's digital director, noted that Milei used social media effectively by responding well to its dynamics. However, the recent loss of traction may signal the erosion of the public support that Milei once enjoyed. The decline in Milei's online presence began after a corruption scandal in February 2025, which involved promoting a crypto memecoin.
Since then, public discourse around Milei has been increasingly influenced by external events rather than his own agenda. Tensions within Milei's digital machine have also emerged, mirroring the splintering of right-wing opinions on social media in the US over President Donald Trump's war in Iran. Key figures within Milei's digital team, such as Fernando Cerimedo and Manuel Adorni, have faced criminal allegations or resigned due to illicit enrichment scandals.
The recent criticism of Juan Pablo Carreira, Milei's director of digital communications, by China's Embassy in Argentina over the glacier collapse in Nepal has further damaged Milei's online reputation. Despite the erosion of his online reach, Milei's social media machine remains active, and opposition parties have not capitalized on his fading appeal.
However, political analysts believe that the issue of control over Milei's digital communications may prove to be a temporary setback. Ultimately, Argentina's presidential race may come down to more tangible factors such as the economy and public sentiment, rather than social media influence.
Written by urgent.news from Buenos Aires Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
