Political Campaigns on Tiktok: Rodolfo Hernández

Steven Loaiza Caez

José Libardo Villamil Largo

How common is it nowadays for us to check the smartphone and directly take a look into

social media? Perhaps, it is as common as eating and in this case, we are hungry of catching

up with the latest trends. Social media has become a massive bank of diverse information

moving through billions of users who have already got used to the immersion of the digital

world and influence their social reality via Facebook, Twitter, Reddit, Tiktok, etc. The last

app has accomplished a popularity among teenagers, young adults and even children who

regularly watch the published videos and trends, this increasing number of the users installing

and using the app has awakened an interest of influencers, artists and brands to advertise

themselves. Due to these opportunities of advertising, politicians have also introduced Tiktok

as a way to spread their words among the community. Rodolfo Hernández, an ex-candidate

for the Presidential post during 2022, could be a relevant example of this contemporaneous

trend.

The Internet is the essential component for the spreading of knowledge on the hands for

anyone who can access it, the opportunity to expand a purpose over the massive number of

users in multiple channels of information seems to be an advantage. Entertainment has

noticed the potential of social media marketing and advertising to catch the attention of as

many users as possible. This is the reason why politicians had explored the digital world as a

tool to advertise their own campaigns, Safiullah, Pathak, Singh y Anshul (2017) have said

that social media is a place to drive the public opinion into a wished direction addressing at

the popular trends and the behavior of the community inside these apps. It is now how the

vision of social media towards the political field turns into a useful tool.
REFERENCES

-Safiullah, M., Pathak, P., Singh, S., & Anshul, A. (2017). Social media as an upcoming tool

for political marketing effectiveness. Asia Pacific Management Review, 22(1), 10-15.