Análisis de los factores interactivos, técnicos y narrativos del TikTok de Claudia Sheinbaum

The study analyzes the interactive, technical, and narrative characteristics of the videos shared by the official TikTok account of the winning candidate for the presidency of Mexico to identify the political communication factors and strategies that contributed to her electoral success. Explore whether the success of certain factors in a digital political campaign is associated with the increase in followers and voters. A quantitative methodology was constructed and employed to examine the observed frequencies of the features of 325 published videos. The results show that, for the most part (76.6%, N=249), the productions were starred by the candidate herself, with mainly political content (73.8%, N=240), using music and text in 71.3% (N=232) and an average duration of 40 seconds. The study’s findings suggest that the dynamism of technical factors, coherence, and narrative line construction influenced the success of Claudia Sheinbaum’s TikTok political campaign.