by PublicABCP
Translated and reviewed by Matheus Lucas Hebling
The article “Strategies for the Use of TikTok by Brazilian Politicians”, authored by Viktor Chagas and Luiza de Mello Stefano, explores how politicians in Brazil utilize TikTok to engage with the public. Published last year, the study analyzed 23,000 videos from 265 political profiles, selecting a sample of 378 posts to examine the use of language features and platform functionalities in greater detail.
The study was guided by two main hypotheses: that politicians tend not to incorporate popular TikTok features and formats and that they generally avoid using a playful language referencing the entertainment universe.
Contrary to these initial expectations, the findings revealed that most politicians do adopt popular TikTok features, such as visual effects and filters, in their videos. In fact, 57.4% of the analyzed videos employed these visual elements and editing techniques, which are hallmarks of the platform. However, 65% of the videos did not contain entertainment or playful elements, instead focusing on more direct and serious messaging.
The research also highlighted differences in engagement strategies between right-wing and left-wing politicians. Right-leaning profiles emphasize interaction through likes and views, which largely depend on the platform’s recommendation system. As a result, right-wing politicians tend to employ strategies that maximize the reach of their content, using language designed to expand their audience.
In contrast, left-leaning profiles focus more on interaction through comments and shares, fostering a more segmented engagement dynamic typical of grassroots activism and close-knit supporter networks. Consequently, the left invests more heavily in reinforcing its own ideological bubbles.
Regarding video content, the study found that posts featuring defamation or attacks on other politicians tend to receive a high number of comments, while apolitical content—such as dance trends—generates more views and likes.
According to the article, TikTok has over one billion active users worldwide. The platform has increasingly been used by politicians seeking to connect with younger audiences and influence the political and ideological formation of youth.
About the Authors
Viktor Chagas is a professor and researcher in the Graduate Program in Communication at the Fluminense Federal University (PPGCOM-UFF). He is an associate member of the National Institute of Science and Technology in Digital Democracy (INCT.DD) and was a Junior Postdoctoral Fellow (CNPq) in Communication and Culture at UFBA. Holding a Ph.D. in History, Politics, and Cultural Assets from the Research and Documentation Center on Contemporary Brazilian History at Fundação Getúlio Vargas (Cpdoc-FGV), his research focuses on Political Communication, particularly at the intersection of the Internet and Political Cultures, the Political Economy of Information, and Journalism and Politics.
Luiza de Mello Stefano is a Ph.D. candidate in the Graduate Program in Communication at Fluminense Federal University (UFF). She holds a master’s degree in Communication from PPGCOM/UFJF (2019) and a bachelor’s degree in Journalism from the Federal University of Juiz de Fora (2015). She specializes in Communication and Marketing in Digital Media.
Publication Details
Title: Strategies for the Use of TikTok by Brazilian Politicians
Authors: Viktor Chagas and Luiza de Mello Stefano
Publication Year: 2023
Where to Read: SciELO Brasil – Revista de Sociologia e Política, Volume 31
