MEXICO CITY—Short, captivating videos on TikTok are providing a glimpse into the world of migrant smuggling. Thirty-second clips show migrants dressed in camouflage navigating arid desert paths, dune buggies zipping toward the U.S.-Mexico border, and families with young children finding gaps in the wall. The clips feature helicopters, planes, yachts, tunnels, and jet skis—all potential means of entering the United States. Accompanied by colorful emojis, these posts promise a safe passage into the U.S. without a visa, creating a narrative that seeks to ease potential clients’ worries. Smugglers assert they can help fulfill the dreams of foreigners safely, as they navigate tighter legal pathways and capitalize on social media’s reach.
While attempts to legally immigrate to the U.S. have diminished and criminal organizations profit from smuggling, platforms like TikTok have emerged as indispensable tools for these operations. These videos not only showcase the intense marketing tactics of smuggling networks but also provide a rare inside look at the mechanics of their operations. This industry reacts quickly to shifting political landscapes, always adapting its methods to attract and reassure potential clients.
TikTok has stated that it prohibits content related to human smuggling and reports such material to authorities. Despite this, smugglers find new ways to weave technology into their models. Guadalupe Correa-Cabrera, a George Mason University professor, explains that social media became a powerhouse for this trade around 2017 and 2018 when large migrant caravans utilized WhatsApp for coordination. Smugglers then infiltrated these groups, later leveraging platforms like Facebook, Instagram, and eventually TikTok to showcase their services.
Studies highlight the prevalence of social media during migration; a 2023 UN study showed that 64% of interviewed migrants used smartphones and the internet. Simultaneously, smuggling advertisements have surged on TikTok. The evolving digital landscape facilitates these operations, amplifying the reach and effectiveness of smuggling advertisements.
Through TikTok, smugglers post videos supposedly showing successful border crossings, using symbols such as baby chickens—a code for migrants. Meanwhile, comments often include inquiries about costs and processes. One smuggler, Cristina, recounts how desperation after being abandoned in Ciudad Juárez led her to recruit a new smuggler via TikTok, eventually bringing her to Phoenix.
Encrypted apps like WhatsApp and Telegram are frequently used post-initial contact to finalize plans between migrants and smugglers. Trust-building tactics include videos displaying family clients and the visible presence of female smugglers, a strategy employed by some to instill confidence among their clientele. However, this online landscape also harbors deceit, as scammers use these platforms to exploit vulnerable migrants.
The illusion of successful crossings, depicted in carefully staged videos, has led to international concern, with authorities attempting to curb these virtual crimes. Networks are deploying increasingly complex and evasive tactics, posing significant challenges to authorities. Investigations remain ongoing, such as the probe into a tunnel used for crossings between Ciudad Juárez and El Paso. In the meantime, TikTok remains rife with posts boasting successful journeys and secure border crossings, perpetuating the cycle.
This adaptation and exhibition of smuggling tactics on social media not only cast a light on the intricate dynamics of human trafficking but also spotlight the enduring challenge of regulating these elusive digital practices.
