politics
May 8, 2026
TikTok Algorithms Begin to Influence Political Positioning and Electoral Campaigns in Colombia
Portafolio Journalist 05.07.2026 14:28 Updated: 05.07.2026 14:28
TL;DR
- TikTok's algorithms, viral trends, and emotional content have become influential in Colombian political campaigns.
- Candidates with strong TikTok presence and emotional connection achieved better visibility than those relying solely on traditional media.
- Emotional content, humor, and everyday scenes were more effective than programmatic proposals on the platform.
- Hashtags like #viral, #colombia, and candidate-specific tags amplified political messages and algorithmic reach.
- TikTok is no longer just for youth entertainment but a strategic space for political leadership and electoral positioning.
- Viral political content often focused on personal, informal, and emotional aspects of candidates, not government programs.
- Videos of Gustavo Petro and Rodolfo Hernández achieved high virality due to formats adapted to TikTok's visual and emotional language.
- The platform's algorithm prioritizes interaction, audience retention, and emotional affinity over conventional political communication structures.
- The study calls this phenomenon a 'geopolitics of emotions,' where political messages lean on emotional dynamics driven by technology.
- TikTok's user base has expanded, with 63% over 25 years old, increasing its political reach to broader electoral segments.
- Digital environments are redefining interactions between candidates, voters, and public opinion, moving beyond traditional media.
- Future campaigns may become more agile, emotional, and personalized with AI, further transforming political strategies and information dissemination.