The Influence of TikTok on Political Campaigns in Mexico's State Capitals: Strategies, Interactions and Sentiment Analysis

Fernanda Sobrino () and Alejandro Díaz Domínguez ()
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Fernanda Sobrino: School of Government and Public Transformation, Tecnológico de Monterrey
Alejandro Díaz Domínguez: School of Government and Public Transformation, Tecnológico de Monterrey

No 9, Working Paper Series of the School of Government and Public Transformation from School of Government and Public Transformation, Tecnológico de Monterrey

Abstract: This study analyzes TikTok's influence on political campaigns across Mexico's state capitals during the 2024 municipal elections (and Mexico City's state-level race). Using the full video histories and campaign-period posts for candidates with TikTok accounts, we compile engagement metrics (likes, shares, comments, saves, plays), hashtag strategies, and user features. Sentiment on 1.8M+ comments is classified with a Spanish RoBERTa-based model (RoBERTuito). Results show strong heterogeneity: candidates with preexisting influencer profiles concentrate engagement; parties with robust digital operations post more and attract more interactions; and hashtag use ranges from personal branding to partisan or opponent-referencing strategies. During official campaigns, comments per video often rise in low-engagement states while falling for influencer-driven races; neutral sentiment tends to increase over time, with negative exceeding positive in most cases. We discuss implications for digital campaign strategy and youth engagement in Mexico.

Keywords: TikTok; political campaigns; Mexico; sentiment analysis; social media; state capitals (search for similar items in EconPapers)
JEL-codes: D72 D83 L82 O54 (search for similar items in EconPapers)
Pages: 13 pages
Date: 2025-08
New Economics Papers: this item is included in nep-pol
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https://egobiernoytp.tec.mx/sites/default/files/20 ... iktok_elecciones.pdf First version, 2025 (application/pdf)

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