Likes are not votes: Critical analysis of the influence of electoral campaigns onTikTok in relation to the results of the presidential election, Mexico 2024

Abstract

Introduction: The study analyzed the influence of digital presence on TikTok on electoral results in Mexico. It was framed within the literature on digital democracy and the link between the media and electoral behavior. Given that TikTok has gained relevance as a political platform, the objective was to determine if popularity on this social network translated into real votes. To this end, the TikTok activity of presidential candidates Claudia Sheinbaum, Xóchitl Gálvez and Jorge Álvarez Máynez was examined, comparing digital metrics with surveys and electoral results.
Development: The analysis included the compilation of data on the frequency of publications, the reach of the videos, the level of interaction and the content of the messages issued by each candidate. In addition, surveys conducted since January 2024 were evaluated, as well as the final results of the elections. It was observed that TikTok allowed candidates to build a public image and generate interaction with the electorate, but its impact on voting intention was relative. Claudia Sheinbaum maintained a stable trend, Xóchitl Gálvez showed variations in her performance depending on the pollsters and Jorge Álvarez Máynez experienced significant growth on social media, although this was not reflected in his electoral result.
Conclusion: The study concluded that visibility on TikTok did not guarantee electoral success. Although social networks are powerful dissemination tools, territorial mobilization and traditional strategies are still decisive. The need to integrate digital platforms into a broader political strategy was emphasized.