Claudia Sheinbaum pours gasoline on her TikTok in search of the young electorate | Mexican elections 2024



Claudia Sheinbaum dances, laughs, kisses her husband, eats some gorditas. She is loose and fun in front of the camera. She shows behind the scenes and botched takes. For a few weeks now, she has intensified her campaign through the social network TikTok. With a flood of new videos every day, the presidential candidate of the National Regeneration Movement (Morena) has put the accelerator in search of the young vote, a portion of the electorate that is concentrated in this social network. With reggaeton in the background, she tries to appease the stuffy image and become a character closer to young people, less rigid. “It went well, although you have to repeat sometimes because you make mistakes,” she says in one of the videos in which she shows the backstage of an advertisement. “Danna Paola, I barely met her, I liked her a lot,” she says smiling in another publication.

The great revolutionary of political campaigns through social networks in Mexico was Mariana Rodríguez, the wife of Samuel García, who in 2021 reached the governorship of Nuevo León thanks, in large part, to the virtual phenomenon that the couple had become. When García launched the Citizen Movement presidential candidacy a few weeks ago, Rodríguez’s accounts reignited all her engines. The Marian formula He arrived in those elections and transformed the traditional way of doing politics. If political communication theorists learned anything in recent campaigns, it was that a huge sector of the population resides in the networks, mainly young people, who can convert likes in votes.

The months this year that saw presidential candidates compete for the candidacy of both Morena and the opposition Frente Amplio por México were months of countless videos and photographs, some that bordered on the ridiculous, the grotesque, and the crude. Others, with much more success, generated digital applause. Sheinbaum had a more subdued profile until before this year. But the team that joined his electoral campaign recently pushed the numbers up.

Sheinbaum’s TikTok has become in recent weeks a mix of dozens of videos taken from his recently released documentary, Claudia: the documentary, and casual publications about youth music or even with your partner. The candidate, who for many years kept her private life out of the spotlight, showed not only images of her wedding day, but she has also dedicated several productions to her husband, Jesús María Tarriba. “Apart from handsome, scientific,” reads her message along with the video of the two of them kissing, along with old photographs of her and a recording of her affectionately adjusting his tie. In a video from just a few days ago she is seen dancing to a song by the Mexican singer Kenia Os, of whom she confesses herself a fan.

The candidate has even changed the pace of her speech; in a recording she is seen summarizing her security policy in 25 seconds when she was in charge of the city. For that, she has had to make her diction run and review the criminal figures in a marathon manner. “What is it that attracts young people to TikTok?” Sheinbaum asked herself this week in a podcast that she recently launched with two Tiktokeras named Sheinboom. “We are going to ask you for some advice,” the candidate tells the influencers between laughs.

The world of TikTok is not completely understandable for the former head of government, who has not yet managed to massively conquer that social network like the García-Rodríguez couple did. Behind the cameras, in these new shared productions, you see huge teams at work. Cameramen, sound engineers, image consultants, even dozens of extras. Although she admits in a publication of hers that she does not let anyone write to her what she says in her videos, numerous people advise her on a to-do list that her TikTok account now generates. “All this is financed with Morena resources,” she explains at one point. In another, in which she is seen recording the same thing several times, she says with a laugh: “I invite you to continue watching how we record.”

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