What does the killing of a Mexican influencer reveal about violence in Mexico?

The Mexican social media influencer César Gastélum was shot and killed while livestreaming with friends. Similar attacks have been linked to the ongoing conflict between different factions within the Sinaloa Cartel. 

María Fernanda Arocha, Central America Research Manager at ACLED, said:

“Attacks targeting content creators on social media are not new in Mexico. ACLED records targeted attacks in at least 16 states of the country since 2018, when coverage of the country started, and identifies its use among different criminal groups, including criminal groups linked to the Sinaloa Cartel and the Cartel Jalisco Nueva Generacion (CJNG). 

“There are typically two types of profiles that are victims to these attacks. The first are content creators who take on the role of independent journalists and use their accounts to report on violence and corruption. These types of attacks fit within a broader pattern making Mexico the second most dangerous country in the world for journalists, behind Gaza. 

“The second profile are content creators with a social profile who showcase their luxurious lifestyles and have alleged ties to criminal groups, the so-called ‘narco-influencers’. While in most cases the links with criminal groups are not proven, the use of some gang symbols and ‘narcocorridos,’ music glorifying the life of narcos, have been seen as a sign of support for the actions of the criminal groups. On top of creating content, influencers sometimes also play an important role in laundering money: there are currently 64 influencers under investigation for their alleged role in such operations. 

“These creators can get caught up in conflicts between the groups. For the criminal groups, killing content creators serves as a public display of strength and as a way to intimidate the followers of their rivals. It is a type of violence that has spiked in recent years, particularly in Sinaloa, where ACLED data records 20 attacks and 14 fatalities since 2024, when the conflict between different rival factions of the Sinaloa Cartel first emerged.

“The exact connection between Gastélum and the criminal factions remains unknown. There are publications that mention his friendship with another influencer killed in 2024, who was accused of having links with Los Chapitos, one of the most powerful factions of the Sinaloa Cartel, but these all remain allegations at this point.”