SPANISH UNIVERSITIES ON TIKTOK : The Effectiveness of Trends and Challenges in Generating Engagement

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URI: https://hdl.handle.net/10641/7006
ISSN: 2695-9631
DOI: 10.62161/revvisual.v16.5362

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2024-12-28

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Abstract

This study analyses the use of TikTok by Spanish universities as an institutional communication tool, focusing on viral trends and their impact on engagement. From the 60 universities with a presence on TikTok, the 10 with the highest engagement were selected for a content analysis (N = 100) of their most popular videos. A mixed methodology, combining deductive and inductive coding, was used to classify content types and measure engagement rates. The results highlight the effectiveness of short videos aligned with viral trends.

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Publisher Copyright: © VisualCom, authors.

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Digital marketing, Engagement, TikTok, University, Viral trends, Visual Arts and Performing Arts, Yes, yes

Citation

Uriaguereca, Í U 2024, 'SPANISH UNIVERSITIES ON TIKTOK : The Effectiveness of Trends and Challenges in Generating Engagement', VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura, vol. 16, no. 8, pp. 15-27. https://doi.org/10.62161/revvisual.v16.5362

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FACULTAD DE CIENCIAS DE LA COMUNICACIÓN