Profile has 93% of publications reused; president has shy numbers of reach and followers
Since creating a profile on the Bluesky social network, 93% of President Luiz Inácio Lula da Silva’s (PT) publications are a reuse of his posts at the X (ex-Twitter). Of 57 shares up to 4pm on Friday (April 26), 53 are texts identical to those on the billionaire’s social network Elon Musk.
O Power360 compiled the data since April 12, when the PT member joined the platform. The new platform has a limit of 300 characters per post and videos are still not allowed, which is why some of Lula’s publications underwent minimal changes and were considered the same for the survey.
Publications with only image credits were not considered.
Here are examples of posts equals published by Lula in Bluesky and X:
- Participation in the Army Day ceremony:
- Praise for your government team:
The engagement rate per post of the president on Bluesky is high compared to X. It is measured by the total interactions of a publication divided by the number of followers of the account. Despite having a smaller number of interactions on the new social network, Lula’s profile on the former Twitter has 8.8 million followers, while on Bluesky, it has 36,700.
The president created his account on the platform on April 12, when heads of state began to be allowed on the social network. According to a survey by the Power360the president gained 3,000 followers from April 16 to 26.
The political marketing professor at ESPM (Escola Superior de Propaganda e Marketing) Marcelo Vitorino said that the president’s presence on the social network “doesn’t represent much” in reach and scope of communication. He declared that Lula’s entry is positive from a narrative point of view and “it could be a good channel for progressives”because, according to him, “more humanized”.
Vitorino stated that it is difficult to imagine the platform reaching a considerable number of users in Brazil based on the network’s own profile. The teacher said that most users of X is not “so bothered” with the direction of the social network. According to him, the discomfort is greater in users with greater intensity and in those who disapprove of Musk’s political use.
Government leaders at Bluesky
Of Lula’s 38 ministers, only 5 created public accounts on Bluesky: Paulo Pimenta (Secom), Nísia Trindade (Health), Marina Silva (Environment), Simone Tebet (Planning) and Jorge Messias (General Attorney’s Office). Everyone has active accounts on X.
Tebet never published on the social network. Marina created her profile on May 1, 2023. Her last update was on the 31st of the same month. Nísia only updated her profile from April 15 to 18, 2024.
First lady Janja Lula da Silva, who has already criticized Elon Musk, owner of X, did not create an account on Bluesky and continues to have a profile on the former Twitter.
Government officials began using the social network after Musk criticized STF (Supreme Federal Court) minister Alexandre de Moraes. The businessman called the magistrate “tyrant”, “totalitarian” It is “draconian” because of Moraes’ actions against profiles considered extremist on the platform.
BLUESKY
The decentralized social network is developed by founder Jay Graber. The Board of Directors is made up of Jack Dorsey (founder and former CEO of X when the platform was still called Twitter) and Jeremie Miller, inventor of Jabber/XMPP technologies. Allows posts of up to 300 characters, gifs and up to 4 photos. Videos are not yet allowed.
In 2023, Bluesky gained recognition mainly from X users dissatisfied with Elon Musk’s acquisition. Until January 7th, registration on the Bluesky app was only available by invitation. Currently, the platform has free access.
