TikTok, a digital communication tool for election campaigns

Abstract

TikTok generated a significant impact in the way people communicate today, mainly in the teen public. In terms of users reached and downloads made, the importance of Tik Tok in the world of social networks is remarkable and it has positioned itself as an ideal communication tool for sharing, interacting and creating various types of content, even in the field of policy. This work highlights both the relevance of this platform and its key role in the development of electoral campaigns and institutional communication in this field. Some accounts used by politicians and government institutions in Argentina between October 2022 and April 2023 were selected to describe and analyze the tactics used in this regard. From the analysis obtained, the proposal arises to take advantage of the use of TikTok to reach the young public, demonstrating throughout the investigation, how political communication -in its form and content- get benefits from the rules of this social network, where it prevails interaction with users.