Walk into any dark corner of the internet, and you'll find them. They are grainy. They are brutal. They are often soundtracked by high-energy corridos or the rhythmic thud of a desert wind. Most people call them "snuff films," but for the organizations producing them—the CJNG, the Sinaloa Cartel, the remnants of Los Zetas—they are something else entirely. Mexican cartel killing videos aren't just random acts of cruelty caught on a smartphone; they are a calculated, multi-million dollar psychological warfare tactic designed to hollow out the spirit of an entire nation.
It's heavy stuff. Honestly, most folks just want to look away. But if you want to understand why the violence in Mexico looks the way it does in 2026, you have to look at the screen.
Digital violence is a tool. It is as much a weapon as a 50-caliber Barrett rifle. When a video of an execution or a "narco-message" hits Twitter (X) or Telegram, it’s not just a leak. It’s a press release.
Why Mexican cartel killing videos became a dominant propaganda tool
Back in the early 2000s, the violence was quieter. Sure, bodies appeared on bridges, but the "messaging" was primitive. Then came Los Zetas. This group, founded by former elite paratroopers and intelligence officers, changed the game. They applied military psychological operations (PSYOP) to the drug trade. They realized that killing a rival was one thing, but filming it and broadcasting the terror to the rival’s entire family and city was a force multiplier.
Think about the sheer reach. A single execution in a basement in Michoacán can be viewed by millions of people in Monterrey, Mexico City, and Los Angeles within an hour. This isn't just about gore. It's about branding.
The Jalisco New Generation Cartel (CJNG) has arguably perfected this. They don't just film a killing; they produce it. You’ve probably seen the clips—men in tactical gear, professional-grade cameras, drones, and standardized uniforms. It looks like a military briefing. They want you to think they are the state. They want the public to believe that the government is irrelevant and that they are the only real authority.
The psychology of the "view"
Why do people watch? It’s a mix of morbid curiosity and a survival instinct. If you live in a "hot zone" like Guanajuato or Colima, watching these videos isn't a choice—it's intelligence gathering. You need to know which group is moving into your town. You need to know what the new "rules" are.
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Dr. Guadalupe Correa-Cabrera, a leading expert on organized crime and border issues, has often pointed out that this digital presence creates a "culture of fear" that paralyzes civil society. When the public is terrified of even speaking the name of a cartel because they’ve seen what happens in these videos, the cartel wins without firing a single shot in the street.
It’s basically digital feudalism.
The platform problem: Telegram, X, and the "Gore" sites
Social media companies are in a constant cat-and-mouse game. Meta (Facebook/Instagram) is pretty quick to scrub this content. They have massive AI filters. But other platforms are a different story.
- Telegram: This is the Wild West. Cartels run dedicated channels where they post uncut footage, "tax" receipts (extortion videos), and threats against local politicians. It’s encrypted, and moderation is virtually non-existent.
- X (formerly Twitter): Under the guise of "free speech" and "newsworthiness," a lot of this content survives longer here than it used to. Accounts known as blog del narco style aggregators often bypass filters by slightly blurring thumbnails, only to lead users to the full, horrific footage.
- The "Gore" Sites: Legacy sites like the now-defunct LiveLeak or current shock sites serve as permanent archives. Once a video is uploaded there, it never dies. It becomes part of a permanent digital record used to intimidate future victims.
The weirdest part? The algorithms. Sometimes, a person interested in Mexican military history or "tactical gear" starts seeing narco-propaganda in their "Recommended" feed. The AI doesn't always distinguish between a legitimate soldier and a cartel gunman in a high-end plate carrier.
The human cost behind the lens
We talk about these videos as "content," but they are crimes. Every single one represents a family destroyed. Often, the victims in these videos aren't high-level kingpins. They are lookouts (halcones), low-level dealers, or tragically, completely innocent civilians used as "examples."
In 2020, a video circulated showing the execution of a group of young men in Jalisco. They were just kids looking for work. The cartel had lured them with fake job offers for "security guards." When they refused to join the cartel, they were forced into a situation so horrific it's better left undescribed. This is the reality. It’s not a movie. It’s not "Narcos" on Netflix.
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The "entertainment" value that some people find in these videos is built on the literal disintegration of the Mexican social fabric.
The shift to "Narco-Influencers"
Lately, the trend has shifted. It’s not just about the killing videos anymore. Now, we see "Narco-marketing."
You’ll see young men on TikTok showing off gold-plated AK-47s, exotic pets like tigers, and piles of cash. It’s the "soft side" of the propaganda. They use catchy music and filters to make the lifestyle look glamorous. But it’s a trap. The flashy TikTok leads to the Telegram channel, and the Telegram channel eventually shows the reality: the Mexican cartel killing videos that serve as the inevitable end for almost everyone in that world.
It's a funnel. One day you're a "cool" influencer with a designer mask; the next, you're the subject of the very video you used to share to scare others.
The impact on Mexican journalism
Mexico is one of the most dangerous countries in the world for reporters. Why? Because the cartels use these videos to bypass the media.
In the past, a cartel might send a press release or call a newsroom. Now, they just post the video. If a journalist reports on the video in a way the cartel doesn't like, that journalist becomes the star of the next video. This has created "zones of silence" where local news outlets simply stop reporting on crime altogether.
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When the media stays silent, the only "truth" available to the public is the one produced by the cartels. That’s a terrifying level of information control.
Identifying the fake from the real
Surprisingly, there is a lot of "fake" narco-content. Amateur groups or small-time gangs often film "staged" videos where they dress up in tactical gear and shout threats to look more powerful than they are. They use airsoft guns or stolen uniforms.
Experts look for specific markers:
- Weaponry: Does the group have standardized, high-end equipment (CJNG style) or a mix of rusted hunting rifles?
- Dialect: The slang used can often pinpoint exactly where the video was filmed, even if the background is a non-descript forest.
- The "Mark": Many cartels now use digital watermarks or physical banners (mantas) in the background of their videos to ensure rival groups don't take credit for their "work."
How to handle the digital fallout
If you’ve accidentally stumbled upon this type of content, the mental health impact is real. Secondary trauma is a documented phenomenon among content moderators and researchers who view this material.
The best thing to do is report and block. Don't share it. Don't "quote tweet" it to express your disgust. Every engagement, even negative engagement, feeds the algorithm and helps the cartel achieve its goal: visibility.
Actionable steps for the digital age
If you are concerned about the spread of this violence or want to stay informed without losing your mind, here is how to navigate the landscape:
- Avoid "Gore" aggregators: These sites monetize human suffering. Every click funds the infrastructure that hosts these videos.
- Support legitimate journalism: Follow reporters like Ioan Grillo or organizations like InSight Crime. They analyze the trends and the "why" without showing the gratuitous "what."
- Check your privacy settings: On X and Telegram, disable "Auto-play media." This prevents you from being hit with graphic content while scrolling.
- Understand the "Why": Recognize that these videos are a form of political communication. When you see one, ask: What does this group want people to believe right now? Usually, the answer is that they are all-powerful and the law is dead. Don't give them the satisfaction of believing it.
The reality of the drug war isn't found in the moment of a killing. It's found in the empty chairs at dinner tables and the thousands of "disappeared" people whose stories never make it to a viral video. The cameras only capture the end; they never show the wreckage left behind.
To break the power of the image, we have to stop looking at the spectacle and start looking at the systems that allow it to happen. Stay informed, but stay human.