El uso de TikTok como herramienta para conseguir audiencia. Caso NowThis.

Abstract

The main objective of this research is analyzing the audiovisual products that were uploaded by NowThis to their TikTok account to understand the reason why they seem interesting to their audience. To do that, a sample was selected, it consisted of the 20 videos with most views during the first semester of 2021. The theoretical bases of this investigation lie on the concepts of social networks, information diffusion, engagement, and content analysis. On this mixed method research, three tools were used. First, a content analysis of the videos was performed; with the results obtained from this method, three semi-structured interviews were carried out with experts; lastly, a focus group with NowThis’ audience members was conducted. These tools allowed to discover that the videos of this media draw attention from their audience because they appeal to their emotions, and they provide concise information about events that users are not accustomed to see daily.