Universidades Españolas en TikTok: La Eficacia de los Trends y Challenges en la Generación de Eengagement

Íñigo Urquía

doi:10.62161/revvisual.v16.5362

Authors

Íñigo Urquía Universidad Francisco de Vitoria https://orcid.org/0000-0002-0313-2709

DOI:

https://doi.org/10.62161/revvisual.v16.5362

Keywords:

TikTok, Engagement, University, Viral trends, Digital marketing

Abstract

The article analyzes the use of TikTok by Spanish universities as an institutional communication strategy, focusing on their participation in viral trends and their effectiveness in generating engagement. Through a content analysis of the most popular videos, the most effective strategies were evaluated. The results show that short videos aligned with viral trends achieve greater interaction than institutional or promotional content. In addition, an uneven adoption of the platform is highlighted, suggesting a potential for improvement in the use of TikTok by universities to maximize its impact.

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