Branding de tres representantes políticos de latinoamérica en Tiktok

Abstract

Communication at a global level has been evolving, thanks to the appearance of new digital platforms, marked by trends that develop in a social context. In the case of politics, this has been adapting even to these new social networks. But, especially as a result of the significant processes that have affected the world since 2020 (quarantines due to the covid-19 pandemic). Studies of the development of information and interaction in the TikTok, social network, were marked in this context, due to the increased use of digital tools. For example, in Europe and “first world” countries, the use of this social network in various social environments became evident. On the other hand, in Latin America there is little use of this digital platform at the political level, that is, where this research focused on three political representatives who managed an account on TikTok. What is sought is to analyze how politics influences this type of network, which initially would serve for pure entertainment and social interaction. In the development of this work, fundamental aspects such as initial data, strategies, commitment, content, and brand management were analyzed. Digital marketing on TikTok is central to politics, moving from conventional arenas to new digital “platforms” with an audience hungry for digital content. Communication in the digital environment helps to raise the management of political branding in the TikTok social network, thus optimizing the resources obtained for future studies in the new digital age.