Plan de difusión y de contenidos para el posicionamiento de transmisiones en Twitch a partir de prácticas multimedia

Abstract

This project focuses on planning a strategic multimedia content development plan for the growth and digital positioning of a novice Vtuber on the streaming platform, Twitch. The niche video game belonging to the MOBA and Battle Royale genres, Eternal Return, serves as the central axis for growth. It explores how social media management and Twitch interact to strengthen brand awareness and produce content with distinctive and consistent themes, where user interaction becomes key to audience building. By observing the processes other Vtuber creators use to connect with their audiences, the project describes and analyzes the methods that resonate most with their viewers and applies them to the content plan. This is based on Henry Jenkins's concept of participatory culture, and the lessons learned are then implemented in a plan designed and executed during three phases of low, medium, and high activity on social media. The goal is to evaluate audience response at different levels of production across the social networks X, TikTok, Instagram, and YouTube. This demonstrates that a near-total absence of social media presence has a very limited impact on live streams and social networks. However, it also documents that a gradual and appropriate increase in activity for each social network clearly contributes to growth. Thus, it shows that multimedia content design and strategic content planning create functional tools for growth, interaction, and presentation, enabling novice Vtubers to reach a wider audience. This provides a practical and well-founded basis for multimedia design applied to live streams.