Tik tok como herramienta para impulsar una marca personal

Abstract

As social media establishes itself as a crucial platform for promoting products and services, TikTok has become a dominant medium due to its short video format, global reach, and ability to generate a high impact of views on the network without the need for significant investments in advertising. This study focuses on analyzing how TikTok, with its focus on organic content creation and multimodal communication, has become an effective platform for the promotion of personal brands. Using the case study of the Ecuadorian TikToker Blanko Musik, the branding, storytelling and organic marketing strategies that have contributed to his success and visibility on the platform are examined. The qualitative methodology is used with the methodological design of virtual ethnography, to carry out an in-depth analysis of the Blanko Musik videos. The results reveal that building a personal brand on TikTok depends on an engaging visual and emotional narrative, as well as constant, two-way interaction with the audience. TikTok offers significant advantages for personal branding, highlighting the importance of creative content and direct interaction with followers. In addition, the platform's ability to adapt to new content consumption trends is highlighted, making TikTok a powerful tool for those seeking to strengthen their digital presence and authentically connect with their audience.