Purpose. Western democracies have witnessed the emergence of political actors who have gained power through innovative digital mobilization strategies and populist campaign narratives. This study aims to provide an analytical description of the digital communication strategies used by both new and established political actors on Facebook, and to assess the prevalence of populist rhetoric during the most recent presidential elections in Brazil, Colombia, Chile, and Peru. Methodology. A dataset of 2,930 Facebook posts published by candidates and parties during the presidential campaigns was analyzed for the purposes of cross-national comparison. The comparative content analysis was guided by the analytical frameworks developed by the Campaigning for Strasbourg project. Results and conclusions. The findings indicate a trend toward more intensive use of Facebook by new political contenders. ...