Estrategias efectivas de storytelling en tiktok para el aumento del engagement : diseño de un canal de contenido a partir de análisis de casos.

Abstract

This professional application project analyzes cases of virality among certain content creators who have an already established storytelling approach. The need to understand and explain these techniques arises from the large number of people consuming TikTok, which serves as the perfect platform for content creators and brands to collaborate in promoting their audiovisual products. A mixed methodology was used, combining qualitative and quantitative methods. First, surveys were conducted to determine the type of content users consume. Then, a focus group was carried out, from which an empathy map was created for the development of the content channel. Finally, interviews were conducted with a storytelling expert and a marketing expert to gain a clear understanding of the action’s influencers take in content creation to achieve virality. Additionally, a benchmarking analysis was conducted on other content channels to provide a visual reference for developing the project’s own channel. After completing the research and market study, scripts were written for four videos, two of which were recorded and edited. One served as an introduction to the content channel, while the other was a pilot explaining the insights from the experts, incorporating excerpts from the interviews. The findings explain why these storytelling techniques are effective and how they create an emotional connection with platform users.