In Mexico City, videos on TikTok showcase migrants making their way through the desert to the US-Mexico border, with promises of safe passage by smugglers. As legal pathways to the US dwindle and criminal groups profit from human smuggling, social media platforms like TikTok have become vital tools for both smugglers and migrants. These videos, often exaggerated and filled with emojis, provide insights into an elusive industry and the narratives that drive migration north.
The crackdown at the border and decreasing migration levels have pushed smugglers to leverage new technologies and broaden their customer base through platforms like TikTok. This shift marks a departure from the traditional one-smuggler-per-village model. Soary, a 24-year-old smuggler based in Ciudad Juarez, uses TikTok to connect migrants with smugglers, showcasing successful border crossings to reassure families.
Though TikTok prohibits human smuggling content and reports it to authorities, its use in facilitating migration has grown since 2017. Activists initially used WhatsApp groups to organize migrant caravans, but smugglers later infiltrated these chats and expanded to platforms like Facebook and Instagram. Migrants themselves document their journeys, from navigating the Darien Gap to escaping cartels, sharing their experiences online.
A UN study in 2023 revealed that 64% of migrants had smartphones and internet access during their journey to the US. As social media continues to play a crucial role in migration, the landscape of human smuggling evolves, driven by technology and changing tactics to adapt to challenges.
As smuggling ads began to surge on TikTok, Correa-Cabrera noted the impact of this marketing strategy, particularly as more people turned to the platform during the pandemic. One smuggler, Soary, started posting videos showcasing migrants and families with obscured faces in the U.S. alongside images of the U.S.-Mexico border, promising passage through Ciudad Juárez by various means. These videos, featuring cash, border crossings, helicopters, and treks, are set to northern Mexican music glorifying trafficking activities. Accounts with names hinting at safe passage and dream fulfillment share these videos, adapting narratives based on U.S. immigration policies. During the Biden administration, posts promoted asylum applications through the CBP One app, while under Trump, the focus shifted to reassuring migrants of safe passage. Smugglers openly challenge U.S. authorities in their posts.
Emojis, such as flags and baby chickens symbolizing migrants, populate the comments section as users inquire about prices and details. Cristina, who sought a smuggler after being abandoned in Ciudad Juárez, turned to TikTok for assistance. Smugglers and migrants often communicate on encrypted apps to establish trust. Cristina chose to trust Soary, drawn in by her family-focused videos. However, there is a risk of scams and traps, with cartels exploiting vulnerable migrants. Smugglers like “The Corporation” express frustration over stolen videos and the lack of legal recourse. Some migrants are coerced into filming videos, even if they have not reached their destinations.
The proliferation of these illicit advertisements has raised concerns among international authorities, including the U.N.’s International Organization for Migration.
The International Organization for Migration issued a report warning of the increasing sophistication and evasiveness of networks involved in human trafficking, presenting a challenge for authorities to combat this non-traditional form of crime. A Mexican prosecutor also disclosed an investigation into accounts promoting border crossings through a tunnel beneath the fence between Ciudad Juarez and El Paso, but did not reveal further information. Meanwhile, numerous social media accounts share videos of trucks crossing the border, depicting cash, migrants, and masked faces with emojis, assuring safe passage into the U.S. One individual boldly stated, “We’re still crossing, unafraid.” These accounts showcase travel to the U.S. for migrants through TikTok videos filled with emojis, bold promises, and claims of safe journeys.
