Uriaguereca, Íñigo Urquía2026-01-072026-01-072024-12-28Uriaguereca, 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.v16.53622695-9631https://hdl.handle.net/10641/7006Publisher Copyright: © VisualCom, authors.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.131701278enghttp://creativecommons.org/licenses/by-nc-nd/4.0/Digital marketingEngagementTikTokUniversityViral trendsVisual Arts and Performing ArtsYesyesjournal articleopen access10.62161/revvisual.v16.5362https://www.scopus.com/pages/publications/85218096002https://www.scopus.com/pages/publications/85218096002#tab=citedBy