Latin American Presidents on TikTok: Bukele, Lasso, and Maduro

The emergence of new digital platforms has led to the evolution of global communication. Even in the realm of politics, there has been a shift toward adapting to these new social networks, which has been further accelerated by the significant global events that have taken place since 2020. In this context, studies have focused on the use and impact of digital tools, such as the social network TikTok, on information and interaction. The increased use of this platform has been particularly evident in Europe and first-world countries. However, in Latin America, the use of TikTok at the political level remains limited. This research has therefore focused on three political representatives who have managed accounts on the platform, and to analyze how politics influences this type of network, which was initially intended for pure entertainment and social interaction. The study has examined fundamental aspects such as initial data, strategies, commitment, content, and brand management. Politics has shifted from traditional arenas to new digital platforms, where an audience hungry for digital content can be found. As a result, digital marketing on TikTok has become central to political campaigns. By leveraging communication in the digital environment, political branding can be effectively managed on the TikTok social network.