In the digital age, social media platforms like TikTok are increasingly being harnessed by migrant smugglers to promote their services. These platforms showcase short 30-second videos offering glimpses into the clandestine operations of these networks. In these clips, migrants are depicted navigating harsh desert landscapes, using dune buggies, and passing through barriers at the United States-Mexico border. Smugglers promise safety for those without visas, using emojis and catchy narratives to assure potential clients of their reliability.
With legal avenues to enter the U.S. diminishing, and profits from human smuggling rising, the use of platforms like TikTok has become indispensable for both migrants and smugglers. The videos often exaggerate reality, offering a peek into the otherwise hidden world of migrant trafficking and the stories crafted by these networks to entice individuals seeking a better life.
As the U.S. government intensifies border security, traffickers have to adapt quickly. This adaptability is a significant shift from traditional practices where smugglers operated on trust within local communities. “In this line of work, you have to switch tactics,” says a woman named Soary, who is part of a smuggling network operating between Ciudad Juárez and El Paso, Texas. Having started in the business as a teenager, Soary utilized her connections and built a network that spans across the Americas, facilitating illicit border crossings.
Smugglers now capitalize on platforms like TikTok to extend their reach. These apps, which have evolved since major migrant caravans from Central America started organizing around 2017, are now critical tools. In the past, WhatsApp was the primary app for coordination, with platforms like Facebook and Instagram also playing roles. Now, TikTok’s broad audience post-pandemic has made it prime territory for marketing smuggling services.
Despite TikTok’s stringent policies against human smuggling, prohibited content often gets uploaded before it’s flagged and removed. Simultaneously, activists have used social media for positive purposes, such as organizing caravans. For smugglers, however, the story is different. They post promotional videos featuring bundles of cash or scenes showing breaches in the border wall, often paired with Mexican music glorifying their deeds. Over time, these promotional tactics have grown more sophisticated, targeting audiences based on the political climate and immigration policies.
For instance, during the Biden administration, some posts advertised pathways to asylum applications, a shift from the fear-mongering observed during previous crackdowns. Manipulating fears and desires, they pose as reliable guides in the journey north. Despite the risks involved, many migrants have fallen victim to the allure of these narrative lures.
Cristina, a migrant from Zacatecas, turned to TikTok in desperation after a failed smuggling attempt left her stranded in Ciudad Juárez. She found a new smuggler within thirty minutes via TikTok. Smugglers and migrants interact through secure messaging apps to shield their activities from authorities. For many, platforms like TikTok and social media have become vital in connecting with and assessing potential smugglers.
Authorities and organizations like the U.N. warn about the scams and dangers associated with smugglers’ online presence. Some unscrupulous actors use this digital space to exploit vulnerable migrants further. Others might coerce migrants into creating misleading videos. Despite increased scrutiny, many accounts continue to operate, showcasing illegal crossings and cash, exploiting the platform’s global reach.
The situation remains complex, fueled by the sophisticated use of emerging technologies by these clandestine networks. As governments grapple with these challenges, migrants continue to navigate dangerous paths, often inspired by promises seen on platforms like TikTok. The illicit ads and operations they depict provide a chilling reminder of the lengths smugglers will go to attract business in an already perilous market.