Diseño de una guía estratégica para la construcción de una marca personal en redes sociales, dirigida a mujeres de 18 a 24 años, con el objetivo de establecer colaboraciones con marcas comerciales.

Abstract

This research was conducted to support the creation of a strategic guide for getting started on social media, titled “Your Brand, Your Voice,” aimed at young women who want to begin their journey as content creators and build their personal brand on social media, even if they have no prior experience in branding or digital communication. The study addresses the difficulties women face when trying to enter the digital world. A qualitative approach was used, including a focus group with the target audience, which allowed researchers to identify their motivations, perceptions, fears, and expectations regarding content creation. In addition, semi-structured interviews were conducted with professionals in the fields of communication and content creation, whose input was essential for validating and structuring the guide's design. Based on the analysis of the collected information, a practical, accessible, and educational communication product was developed, covering topics such as niche definition, profile organization, content planning, video structure, the use of digital tools, and strengthening on-camera presence. Thus, the guide aims to contribute to the digital empowerment of young women, facilitating their process of building an authentic and strategic personal brand on social media.