Phone-shy Brazilian president embraces selfies in push for re-election

Brazil's President Luiz Inacio Lula da Silva speaks during a ceremony to sign a provisional measure banning online sports betting platforms in Sao Paulo, Brazil, on September 25, 2026. Photo by NELSON ALMEIDA / AFP

Brazil’s President Luiz Inacio Lula da Silva does not own a cellphone and has long mocked the “finger-tapping generation.”

However, facing a fierce battle for re-election, the 80-year-old on Wednesday recorded and shared his first selfie video on social media as part of a shake-up of his campaign to win over voters.

Lula was caught off guard by his second-place finish behind right-wing senator Flavio Bolsonaro on Sunday, putting him on the back foot heading into the October 25 runoff election.

“People are always bugging me. Janja gets up every day saying, ‘Come on, take a selfie.’ I don’t like it. But today, I decided to do it,” he said, referring to his wife, during a meeting with young influencers.

Lula’s campaign is focusing heavily on social media ahead of the runoff, a domain typically dominated by the right in Brazil.

“Come on, folks, let’s hit the streets; let’s talk to people,” Lula said in the video posted on Instagram and TikTok.

His rival Flavio Bolsonaro has been doing spontaneous selfie videos directly addressing his followers for months on social media.

Lula on Wednesday convened leftist influencers who won legislative seats on Sunday to advise his campaign, such as Ana Elisa Santos Silva, who, at 21, was elected the country’s youngest federal deputy.

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“Today, our most important campaign leaflet is the mobile phone,” the influencer told reporters.

She said she had worked late into the night with the president’s communications team to bring him onto social media “in a way that makes him feel comfortable.”

“The far right dominates the narrative on social media,” said Ana Elisa, who has nearly three million followers.

It is a tricky challenge for Lula.

“I don’t use a cellphone because I need my hands to do other things,” Lula insisted on Wednesday. “And I like to say only what is essential.”