A WhatsApp channel called Lula’s Army grew from 50,000 to more than 10 million subscribers as Brazil’s president staged a historic comeback

Brazil's incumbent president, Luiz Inácio Lula da Silva, made a historic return to power following a defeat in the first round of the 2026 election. His victory in the runoff election by more than 3.5 percentage points marked a significant shift in Latin America's political landscape. The choice between Lula and his right-wing opponent, Flávio Bolsonaro, highlighted stark differences in their policy proposals.

Lula advocated for measures to address income inequality, promote clean energy, and expand access to education and technical training. In contrast, Bolsonaro promised significant reductions in government spending, increased militarization of law enforcement, and support for U.S. efforts against drug violence. The election outcome surprised many, as Bolsonaro had enjoyed a surge of support through pro-right social media narratives.

However, a network of young and tech-savvy pro-Lula communicators counteracted this influence through effective videos on platforms like WhatsApp and Instagram. The growth in Lula's WhatsApp channel, called "Lula's Army," from 50,000 subscribers to over 10 million, illustrated the impact of this grassroots campaign. Despite the election's victory, the right-wing Liberal Party retained substantial political power, controlling 28 Senate seats and 121 lower house seats in the upcoming session.