Cartels in Mexico have increasingly targeted social media influencers for murder, as criminal groups view online personalities as threats to their control over narratives, territory and public image. Victims range from beauty and lifestyle content creators to commentators who unwittingly crossed cartel interests, with killings often carried out publicly or brutally as a warning to others who might criticise organised crime or attract unwanted attention online.

The pattern reflects cartels' growing sensitivity to social media as a battleground for influence, recruitment and reputation, alongside their traditional control of physical territory and local media. Several high-profile cases have seen young, popular influencers shot dead shortly after posting content perceived as provocative or threatening to cartel operations, fuelling fears among Mexico's content creators and prompting some to scale back or disguise their online activity for safety.