Vieja política no cabe en nuevos medios
Vieja política no cabe en nuevos medios

Con el auge de la plataforma TikTok en todo el mundo, candidatos políticos y gobiernos se lanzaron a realizar publicaciones que lleguen a un público joven. Mas de 2.000 millones de personas han descargado TikTok desde el 2016. Este público masivo se compone de millennials y jóvenes de la generación Z.

Ahora bien, el uso de TikTok en la política es un fenómeno emergente que todavía no tiene aceptación general. Varios candidatos o líderes políticos han utilizado esta plataforma exitosamente como estrategia de campaña, pero es notable que la aplicación no ha tenido aceptación general. 

Sin embargo, por más que no tenga una adopción generalizada en la política, varios políticos ya han creado sus cuentas de TikTok, las cuales tienen miles de seguidores. Desde el presidente israelí hasta el de El Salvador, de Nepal la UAE, y más, tienen una cuenta verificada en TikTok. Por este motivo cabe preguntarnos, ¿cuál es el uso que estos políticos le dan a esta plataforma? ¿Es realmente efectivo utilizar TikTok con fines políticos?

Uso de TikTok en todo el mundo

tik tok en la política

El presidente de El Salvador, Nayib Bukele, sorprende a los usuarios en TikTok con sus llamativos vídeos. Tiene 1.2 millones seguidores en TikTok, y publica vídeos con mucha frecuencia. Este mandatario utiliza todos los fondos de TikTok disponible para crear una experiencia única en el usuario.  De cualquier manera Bukele es un referente de la nueva forma de comunicar la política desde hace tiempo, es genuino y eso se nota en todo lo que hace.

Recientemente ha publicado un vídeo, que ha cosechado mas de 4 millones de vistas, donde cambia de un fondo a otro, para resaltar los los despachos presidenciales de los periodos: «1930-2001, 1911-1930 y 2001-ahora». Lo interesante es que publica una descripción que lee “yo nunca estoy de vacaciones”. Este mensaje es particularmente interesante, pues está comunicando que siempre está a la orden para servir a su pueblo. En el mundo lo llaman a Bukele el ‘Rey del TikTok’, por su habilidad para crear contenido atrapante en esta plataforma. Esta segundo en la lista de “líderes el mundo en TikTok”. 

El presidente de Francia, Emmanuel Macron, quien se encuentra primero en la lista de líderes mundiales en TikTok. Su cuenta tiene 1.3 millones de seguidores y mas de 5 millones de likes. Comenzó a utilizar esta plataforma el año pasado, y desde ahí cosechó mas de 1 millón de seguidores.  En un video publica un video para despedir a los graduados del secundario (el baccalaureate) en este “año inusual”. Aprovecha para remarcar que ellos son parte de la generación postcovid, y con este mensaje demuestra su cercanía con las dificultades que tuvieron los estudiantes durante el año. 

Sheikh Mohammed bin Rashid Al Maktoum, el presidente de la UEA, se unió a TikTok a fines de 2020, con un mensaje en Twitter donde menciona que se unió a TikTok para compartir contenido cultural árabe, y desean escuchar a las ideas de las personas jóvenes.

El presidente desea que los jóvenes sean catalizadores de cambio en sus comunidades, además de compartir nuevos proyectos de desarrollo de la UEA como sus trabajos humanitarios. Lo importante a resaltar aquí es la importancia que Sheikh Mohammed le da al hecho de que los jóvenes sean generadores de cambio. Este llamado a la acción por parte de un político es un buen ejemplo de cómo se puede usar un medio no convencional, diseñado para compartir videos musicales, de forma extraordinaria, haciendo llamados a la acción concretos, que potencialmente puedan movilizar a miles de jóvenes. 

Política de las emociones y TikTok

tiktok politica emociones scaled

La rápida adopción de TikTok por parte de los políticos a nivel mundial indica un refuerzo de la política de las emociones. Esta forma de hacer política se enfoca más en captar la atención del público para generar un impacto emocional tal, que los urja a la acción. 

Se pueden generar sentimientos de miedo de la pandemia, o caravanas de inmigrantes, como en el caso de Biden y Trump respectivamente, o se puede dar ánimo a la ciudadanía para poder superar esta pandemia juntos, como continuamente expresan varios políticos latinoamericanos como López Obrador, Alberto Fernández o Xavier Hervas

El tema central es generar una estrategia de contenidos que impacte emocionalmente y a su vez indique un horizonte político claro. En las elecciones de Estados Unidos, se vio una falta de norte político, un hacia dónde vamos, lo cual hizo que el mensaje no fuera tan efectivo. 

Por este motivo, al usar la plataforma TikTok, la red social de los jóvenes, es fundamental generar contenido que no solamente impacte en las emociones, sino que también deje un mensaje político claro, un horizonte político a futuro que sirva de guía.

Claves de las estrategias en TikTok

Vimos que hay una rápida adopción de TikTok por parte de los políticos a nivel mundial. Por esto es necesario dar un paso atrás, y visualizar la estrategia que cada político sigue para crear contenido valioso y de impacto emocional. 

Por esto es necesario que el político tenga bien clara su estrategia en redes sociales, que sirve como norte. Aquí enumeramos algunas recomendaciones breves para poder aprovechar TikTok al máximo:

  1. Diseñar una estrategia de marketing, y asegurarse de que el contenido sea relevante.
  2. Dialogar con la ciudadanía para evaluar sus miedos, preocupaciones, angustias, y crear contenido que responda a estas inquietudes. 
  3. Realizar publicaciones frecuentes, semanalmente si es posible, y hacer sentir a los ciudadanos que son parte de un proyecto político que incluye a todos. 
  4. Aprovechar al máximo las funcionalidades de TikTok para crear videos con con contenido audiovisual que impacte en el vidente. 

A la hora de utilizar TikTok, no hay que perder el sentido crítico, o el sentido del por qué se utiliza esta plataforma. El objetivo no es únicamente crear contenido atrapante, con brillo, música, etc… Los videos deben tener un sentido, algo que mueva a los jóvenes a la acción. Por este motivo, los lineamientos indicados arriba pueden ayudar a los políticos a nivel mundial a seguir utilizando TikTok para acercarse a la juventud, y moverlos a la acción. 

Es el momento oportuno para que mas políticos a nivel mundial se sumen a esta red social, y logren captar la atención del público joven para motivarlos a cambiar el mundo, pero se necesita autenticidad, no «postureo» o vieja política.

En este día...

Categories: comunicación

68 Comments

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Yo tengo cuenta en tik tok y no tengo a nadie que que me comparta política, en su momento me aparecieron unas feministas y las biloqué, a nadie le pueden vender una publicidad que no quiera

    RAMON RAMON · 16/04/2021 at 9:17 PM

    No creas, al final, de una u otra manera, nos llegan con publicidad.
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