Las estrategias de contenido y conversiones en el social media utilizadas por emprendedores de la ciudad de Guayaquil

Abstract

The digital age and the rise of online applications and platforms have influenced the development of so-called social media, facilitating greater interaction and generation of content that allows conversions, that is, potential buyers of any business or enterprise can become loyal. Startups today seek to expand their reach with an audience, improve the viability of their brand and establish a greater degree of connection with the consumer. The objective lies in the development of a communicative product (documentary video) that determines the importance of content strategies in ventures, for which success stories are evidenced in the city of Guayaquil. The methodology applied is qualitative, with an ethnographic approach, for this reason the interview is used as a fundamental tool to establish real experiences of entrepreneurs and identify the content strategies used effectively.