Zapopan, Mexico — A well-known social media influencer was shot and killed during a live stream on TikTok, creating shockwaves among her followers and raising questions about violence against women in the country. Valeria Marquez, 23, had gained significant popularity for her beauty and lifestyle videos, amassing tens of thousands of followers before her tragic death on Tuesday evening.
Authorities confirmed that Marquez was attacked at her beauty salon in Zapopan, a suburb of Guadalajara. The Jalisco state prosecutor’s office reported that a man entered the establishment and opened fire. In the moments leading up to the shooting, viewers heard Marquez seemingly alerting someone to an impending threat, after which the stream abruptly cut off, leaving her followers in disbelief.
While the motive behind this violent act remains unclear, Mexican law enforcement is actively investigating. President Claudia Sheinbaum stated on Thursday that her administration is collaborating with prosecutors to uncover the truth behind Marquez’s murder. “We are committed to finding those responsible and understanding the circumstances of this tragic situation,” she said during a press conference.
The western region of Mexico where Zapopan is located is notorious for its high levels of violence, primarily due to the influence of drug cartels, including the infamous Jalisco New Generation Cartel. Although investigators have not yet linked the shooting to any criminal organization, the area’s reputation raises concerns about safety and security.
Authorities in Zapopan have indicated that there are no records of Marquez having reported any threats to her safety prior to the incident. Mayor Juan Jose Frangie expressed horror at the shooting, noting the unsettling nature of the crime occurring live on social media. “It’s shocking to think someone could be recording a video and be murdered in that moment,” he stated.
Reports suggest that Marquez may have been lured by an individual pretending to deliver a gift, heightening concerns around personal safety and trust in everyday interactions. Hours after Marquez’s death, former congressman Luis Armando Córdova Díaz was also shot dead at a cafe in Zapopan, highlighting the prevalence of violence in the area.
The United Nations has frequently addressed Mexico’s alarming rates of violence against women, indicating that approximately 10 women or girls are murdered every day. Since 2001, more than 50,000 women have lost their lives to gender-based violence in Mexico, with a staggering 98% of cases going unresolved.
As the investigation into Valeria Marquez’s murder unfolds, it brings to light the critical need for stronger measures to address violence against women and ensure the safety of social media users, especially those in the public eye.