The Rise of TikTok as a Tool for Migrant Smuggling
In recent years, TikTok has become an unexpected platform for a dangerous and illegal industry: migrant smuggling. The app, known for its short, engaging videos, has been hijacked by smugglers to advertise their services to migrants seeking to cross the U.S.-Mexico border. These 30-second clips, often filled with emojis and upbeat music, promise safe passage to the United States, showcasing dramatic scenes of migrants trekking through deserts, crossing borders, and even using tunnels and jet skis. Smugglers use these videos to lure migrants with false promises of a secure journey, capitalizing on the desperation of those seeking a better life in America. This phenomenon has emerged as legal pathways to the U.S. have been severely limited, and criminal groups have found new ways to exploit migrants for profit.
The videos not only market the smugglers’ services but also provide a rare glimpse into the tactics and narratives used by these networks. Many of the clips feature migrants giving testimonials after successfully crossing the border, which are then sent to their families as proof of arrival. Smugglers like Soary, a 24-year-old woman who has been in the business since she was 19, have turned to TikTok to expand their reach. Soary, who began her career picking up migrants in her truck, now uses the app to promote her services, posting videos of families and individuals she has helped cross the border. She and others like her argue that their work is about fulfilling dreams, but the reality is far more complex and dangerous.
The Allure of Smugglers on Social Media
The use of social media to facilitate migration is not new, but its scale and sophistication have grown dramatically in recent years. Around 2017 and 2018, activists and migrants began using WhatsApp groups to coordinate massive caravans traveling from Central America to the U.S. Over time, smugglers infiltrated these groups and began using platforms like Facebook, Instagram, and eventually TikTok to promote their services. The app’s popularity soared during the COVID-19 pandemic, making it an ideal tool for smugglers to reach a wider audience.
TikTok’s algorithm, which prioritizes viral and engaging content, has made it easier for smugglers to target potential clients. Videos of migrants crossing the border, often set to romanticized music about smuggling, are interspersed with emojis and bold promises of success. Accounts with names like “Safe Crossing” or “Fulfilling Dreams” proliferate on the platform, offering a range of services from desert treks to tunnel crossings. Smugglers also use these videos to adapt their messaging based on current events, such as changes in U.S. immigration policies. For example, during the Biden administration, some ads promoted access to asylum applications through the CBP One app, while under Trump’s crackdown, smugglers claimed to have bribed authorities to ensure safe passage.
The allure of these videos lies in their ability to create a sense of trust and hope. Migrants, often in desperate situations, turn to these videos as a lifeline. Cristina, a migrant from Zacatecas, Mexico, found a smuggler on TikTok after her initial plan fell apart. She chose to trust Soary because the smuggler’s videos featured families and promised a safe journey. Smugglers like Soary use this tactic intentionally, knowing that families are more likely to trust a woman who appears to care about their safety.
Trust in the Shadows: Smugglers and Migrants
Despite the risks, smugglers and migrants alike rely on encryption and social media to negotiate their dangerous transactions. Once initial contact is made on TikTok, smugglers and migrants often move to encrypted apps like WhatsApp or Telegram to discuss details. This cat-and-mouse game involves careful trust-building, as both parties weigh the risks of being scammed or caught by authorities.
Smugglers like Soary admit that their tactics are designed to gain migrants’ trust. Posting videos of families and children, for example, is a deliberate strategy to appeal to those seeking a safe journey. However, this trust is often misplaced. Many migrants have reported being scammed by smugglers who steal their money or abandon them along the way. In some cases, migrants are even forced to create false testimonials, claiming they have arrived safely when they are still in danger.
The use of smartphones and social media has also changed the dynamics of migration. According to a 2023 United Nations study, 64% of migrants interviewed had access to a smartphone and the internet during their journey. This connectivity has enabled migrants to document their journeys and share their experiences, but it has also made them more vulnerable to exploitation. Smugglers are increasingly using kidnapping and extortion as ways to profit from migrants, and the rise of social media has made it easier for them to lure victims into these traps.
The Blurred Lines Between Reality and Illusion
The videos posted by smugglers on TikTok often blur the lines between reality and illusion. While some clips show dramatic crossings and safe arrivals, others are carefully staged to create a false sense of security. Smugglers use symbols, such as the baby chicken emoji, which has become a code for migrants, to communicate discretely with potential clients. These coded messages are part of a broader strategy to avoid detection by authorities while still reaching those desperate enough to take the risk.
The content of these videos is often cartoonish and exaggerated, featuring scenes of helicopters, yachts, and even cacti being cut open to provide water for migrants. These images are designed to create a sense of adventure and hope, downplaying the very real dangers of the journey. Smugglers also use music and lyrics that romanticize their work, framing themselves as heroes who can fulfill migrants’ dreams of a better life in America.
However, the reality of migration is far more brutal. Smugglers often exploit migrants, subjecting them to physical and emotional abuse. Many are forced to leave behind their belongings, and some are even abandoned in dangerous areas with no food or water. The illusion of safety created by these videos is a cruel deception, leaving migrants unprepared for the dangers they will face.
Law Enforcement and the Cat-and-Mouse Game
As smugglers have embraced TikTok, law enforcement agencies have struggled to keep up. The platform’s vast reach and the anonymity it offers make it difficult to track down those involved in smuggling operations. While TikTok claims to strictly prohibit human smuggling and reports such content to authorities, the sheer volume of videos makes enforcement challenging.
Smugglers are aware of these challenges and have adapted their tactics to avoid detection. They constantly change their strategies, using new technologies and platforms to stay one step ahead of authorities. For example, when one app becomes too heavily monitored, they switch to another, creating a constant cat-and-mouse game.
Despite these challenges, some progress has been made. In February, Mexican authorities confirmed that they were investigating a network of TikTok accounts advertising crossings through a tunnel between Ciudad Juárez and El Paso. However, the details of the investigation remain unclear, and smugglers continue to operate with relative impunity.
The Future of Migration in the Digital Age
The rise of TikTok as a tool for migrant smuggling highlights the broader challenges of migration in the digital age. As technology continues to evolve, smugglers will find new ways to exploit migrants, making it harder for authorities to track and disrupt their operations. At the same time, migrants will continue to use these platforms to share their stories and find hope, even as they face increasing risks of exploitation.
The role of social media companies in this crisis remains a critical issue. While platforms like TikTok have policies against human smuggling, enforcement is inconsistent, and smugglers continue to find ways to evade detection. Without greater accountability and collaboration with law enforcement, these platforms will remain a powerful tool for those who profit from migration.
As the U.S. continues to tighten its border policies, the demand for smuggling services is unlikely to decrease. Instead, smugglers will adapt, finding new ways to exploit migrants and evade authorities. The stories of migrants like Cristina and Soary remind us of the human cost of this illegal industry and the urgent need for solutions that protect vulnerable people while addressing the root causes of migration.
