After the Covid-19 pandemic we have been involved in an insatiable search for different digital tools to reach our loved ones, our friends, our students, teachers and even to organize different political, cultural and social events to through a screen.
Among the new digital platforms we can observe that the ones that have had the greatest preponderance in both the international and local arena are: Facebook, Twitter, Instagram and in particular a new platform, “TikTok”, which came to share videos of viral dances, memes, challenges, comedy and as if that were not enough, they arrived to enter the world of politics in a good or bad way.
TikTok as a political marketing tool
As is known, marketing, communication and political campaigns play a fundamental role in making the electorate more aware of your candidate. Through it, a lot of information is obtained about his government plan, his ideals, his opinions and even in some cases even a little more about his personal life in order to reach the sensitivity, emotion and humanity of all the people who they are in these cases behind the screens.
Some examples of poor political communication using the TikTok social media we have in Latin America some of the candidates for the presidency of Ecuador, such as the video of “I saw her and she looked at me” made by Yakú Pérez and Manuela Picq or that of “Last night I ate fish” by Guillermo Celi, which is causing a furor in social media causing negative criticism of the public image of the candidates trying to captivate the young public by generating sympathy, but the reality is that the effect it has had has been negative.
The content that is generated on social media has to be aligned to generate an impact, a digital conversation, valuable content and help capture the majority of voters or supporters, but what we are seeing is the clumsiness and bad taste in the content generated by some parties, candidates and various political figures.
What political communication seeks is to try to externalize a message, make it public in the political sphere and that every action has a mediatic echo, through a good public image to be able to show your ideas. Those ideas that seek to be reproduced by people but not to seek that the main comment is of shame or mockery for the actions you carry out on social networks, because what is done as a political communication strategy seeking to reach young people so desperately sooner or later takes its toll.
Until now, all the videos made by candidates and politicians have been a catapult of criticism by citizens, but even so we cannot classify TikTok as a social network not suitable for politicians, what we have to do is carefully analyze how to generate content that can help the candidate, or how to reach the young people who are on this platform through political entertainment and with a more modern message.
In short, we still have a long way to go as a society to know how to distinguish between good and bad political communication, to be able to find the strong point of social networks, to find the most efficient spaces and mass catalysts, to be able to have a real impact, generating sympathy, sensitivity and above all, reaching a resonance in society without falling into ambiguities or the ridicule of politicians.