From TikTok to front-runner, inside Paz's campaign in Bolivia

SENATOR Rodrigo Paz, the surprise top finisher in Bolivia's first-round presidential election, spent years travelling the country, posting hundreds of social media videos and honing his image like a full-time influencer.

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The 57-year-old centre-right economist secured 32.1% of the votes in the weekend's election, followed by right-wing former president Jorge “Tuto” Quiroga, who took 26.8%, according to official preliminary results.

It's unclear if lingering name recognition may have helped Paz, the son of former president Jaime Paz Zamora, who led Bolivia from 1989 to 1993 and ran for reelection twice, finishing fourth both times.

But just one week before the election, the polls were still placing Paz between third and fifth place in the six-way race.

"He has charisma like his father," said Sara Medina, a 51-year-old lawyer in a plaza in Tarija. "He knew how to reach the people."

Paz and Quiroga will compete in a runoff on October 19 to decide who will end 20 years of left-wing government in the Latin American country.