Skip to content

TikTok Helped Reshape Colombia’s Presidential Race, Strategist Says

  • Victor Lopez has worked on campaigns throughout Latin America
  • More than 80% of Colombians can be reached via social media
Rodolfo Hernandez speaks to the media in Bucaramanga on May 29.
Rodolfo Hernandez speaks to the media in Bucaramanga on May 29.Source: Bloomberg
Updated on

The social media campaign that propelled a 77-year-old construction magnate into Colombia’s presidential runoff deliberately cultivated his image as an anti-politician to tap voter anger against the political class, according to a strategist who helped devise it. 

Rodolfo Hernandez, who is now refusing to take part in debates and has shunned election rallies, used popular social media posts to overcome a series of controversies and at least one potentially career-destroying gaffe, said Victor Lopez, founder of Kayros Group, a political strategy firm that worked on the campaign.