An IPAM analysis of about 2,104 social‑media posts finds Luís Marques Mendes has the least digital traction while candidates differ between volume (André Ventura) and engagement (Jorge Pinto); Cotrim combines reach and involvement in a more balanced way. The study highlights how digital strategies vary across platforms and could shape mobilisation in the final campaign phase. Political observers and voters should note online traction does not directly equal votes but can influence turnout and narrative dynamics.