Análisis de las nuevas tendencias de los tiktokers destacados cuencanos: último trimestre de 2023

Abstract

This research was oriented to analyze the new trends created by prominent tiktokers from Cuenca during the last quarter of 2023. The process was carried out through a mixed approach, in which the data collection tools for this research were the content analysis of the accounts of each tiktoker during the last quarter of 2023, focus group to prominent cuencanos tiktokers and semi-structured interview to experts in the area of communication and marketing. The main findings of the study show that the most used trends during the months of October, November and December was comedy because that way they connect with their audience in an emotional way, through the focus group it was possible to understand that the cuencan audience likes to feel identified with humorous or emotional situations. On the other hand, what helped these content creators to form trends was the use of hashtags indicating the topic of the video. However, thanks to the content analysis, animated texts, sound effects and short transitions help to capture more audience and at the same time build customer loyalty by obtaining likes and views to create a local trend.