Spanish Universities on TikTok
The Effectiveness of Trends and Challenges in Generating Engagement
DOI:
https://doi.org/10.62161/revvisual.v16.5362Keywords:
TikTok, Engagement, University, Viral trends, Digital marketingAbstract
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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