Mariana, from likes to votes
Mariana Rodríguez Cantú She is a young woman, with a contagious and very nice smile. He bears a strong resemblance to Ivanka Trump and the Spanish actress Ester Expósito. His charisma and skillful handling of social media have helped him build an audience of more than 1.7 million people on Instagram. At 25, she already has a successful cosmetics company.
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However, Mariana has transcended worldwide for something that has nothing to do with her daily content: beauty tips, exercise routines and lifestyle. Last week, the Mexican influencer managed to raise her husband to the governor of the state of Nuevo León. That is, he managed to convert his hundreds of thousands of likes into votes for 33-year-old Samuel García.
So amazing was the feat, that The Country of Spain and other media recorded the fact and tried to explain a phenomenon that had not occurred so far in the world: that politics managed to capitalize on the gigantic universe of influencers and their followers, seen by many as an apathetic and disinterested segment .
Well, Mariana broke the schemes. Surely, what happened in Nuevo León will be scrutinized by political strategists and future candidates whose partner is an influencer or an influencer. The Caleño Alejandro Éder, for example, whose wife, Taliana Vargas, has more than 3 million followers on Instagram, will already be studying all the content that the Mexican influencer made during the campaign.
And then what did Mariana do? In the first place, he knew how to understand the time that Nuevo León was living, which is why he began to move a slogan that ended up penetrating his followers: “we must overturn the old politics.” Second, he realized that in current politics, ideas weigh less and less and showing the intimacy of the home is worth more and more. Third, both she and Samuel showed themselves on camera as they are.
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As the article in El País pointed out, “Rodríguez knew that the important thing did not lie in the words of Samuel García announcing the events of the day, but in looking the other way, towards the banal, towards the absurd, towards the very origin of the meme” .
“Chabacanas y chabacanos”, Mariana opened all her publications on video to show something of her intimacy: the day they told their parents that they were going to be grandparents, driving through the streets of Nuevo León making fun of Samuel, doing live with him to talk about everyday problems around the house. Each video multiplied in views and likes. Mariana was selling her most valuable product, to her husband.
When the influencer fully entered the campaign, Samuel went from having a 13% intention to vote to 26% in just two months. Last Monday he won with a 10-point advantage over his closest rival. It added 705 thousand votes.
The role of the influencer is changing. The recent demonstrations in Colombia, for example, showed the power that a few influencers already have to not only move the needle of opinion, but to mobilize many people. People, moreover, with a far greater scope than politicians who have already been in the profession for decades.
How close are we to living a moment like Mariana’s in our country? Hard to say, but if people like La Liendra, Epa Colombia, Alejandro Riaño, Adriana Lucía or Mateo Carvajal decided to run for office by election or resolutely support a candidate, they would have the ability to drag hundreds of thousands of votes.
What is certain is that cases like Mariana’s will multiply. Politicians may not want to change, but the way they are elected will never be the same again. Will a politician in our country surprise us next year?
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