Campanha permanente nas plataformas de mídia social

Given the centrality of Information and Communication Technologies in contemporary times and their relationship with politics, this paper analyzes the use of social media platforms within studies related to the concept of permanent campaigning. Using indicators pointed out in international literature, it seeks to identify the performance of the governor of Minas Gerais, Romeu Zema, on TikTok during the year 2023. Using Content Analysis, 55 videos were coded. It was found that engagement and the number of views on these posts were more recurrent in the first month of his term and that Zema used TikTok with content aimed at institutional advertising and promotional discourse. Most of the posts featured the governor and used characters to illustrate what Zema was talking about.