This paper is part of a wider joint project on climate change and emotions in English, Spanish, and German. Here, we qualitatively analyse 300 TikTok videos and 10.000 comments in Spanish to interpret digital practices and discourses, as well as asses the influence of eco-activists. From a media anthropology perspective, we examine and interpret the development and success of a campaign launched by the UN and TikTok, consisting of appointing official "climate ambassadors" who produce content as eco-influencers on the platform. Following ethnographic principles, we part from -and prioritize- emic, vernacular, mundane and local meanings in our descriptions to advance to an interpretation including more encompassing, overarching, comparative, and global notions. Are these officially appointed creators seen as less legitimized than "self-made" eco-influencers? How do audiences, users, and citizens, who are the same people, react to them? We explore the relevance of concepts such as “over-consumption” or “eco-anxiety”, but also “utopian futures” and “radical hope” within Spanish-speaking TikTok. By looking at textual debates around issues such as the Agenda 2030, conscious-consumption, meat-less diets, mobility, and recycling, we aim to better explain how people understand sustainability in their everyday lives and up to what extent their perceptions are impacted by digital content creators.

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