Impacto de TikTok en la generación de Engagement en las Marcas de Moda: Análisis del perfil de Zara

Carmen Ruíz Viñals; Marilé Pretel; José Luís del Olmo Arriaga

doi:10.62161/revvisual.v16.5289

Authors

Carmen Ruíz Viñals https://orcid.org/0000-0002-5900-3447
Marilé Pretel https://orcid.org/0000-0001-6775-047X
José Luís del Olmo Arriaga https://orcid.org/0000-0003-3603-0415

DOI:

https://doi.org/10.62161/revvisual.v16.5289

Keywords:

TikTok, Digital communication, Engagement, Zara, Hashtags, digital content

Abstract

TikTok, with its visual content and configuration, has emerged as a powerful platform for fast fashion. The study examines how Zara uses TikTok to communicate with consumers, promote products and strengthen its brand. Content strategies, interaction with users and the impact on brand perception have been analyzed. It has been observed that collaborations with content creators and special launches expand the audience and generate greater engagement. Video length also influences success, with an inverse correlation between length and "likes". This analysis provides insights to understand and optimize brand presence on TikTok.

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