Analysis of Digital Narratives in Audiovisual Content Advertised on TikTok and Their Impact on Engagement: A Case of the Catholic University of Cuenca

Abstract

On digital platforms, engagement is a core indicator of the success of advertising strategies. This study aims to understand how the digital narratives of audiovisual content advertised on the TikTok account of the Catholic University of Cuenca impact the university audience. The effectiveness of a campaign depends on various factors, including content formats, the narratives used, and the strategy adopted to generate greater interaction depending on the type of advertising campaign. Thus, the gap between the empirical use of narrative formats and their communicative impact hinders a deep understanding of how audiovisual narratives influence interaction with the audience. This research used a mixed methodology that combined the analysis of publications and engagement metrics obtained through digital analytics tools within case studies of successful advertising campaigns. Furthermore, a qualitative analysis was conducted based on semi-structured interviews with experts in digital marketing and advertising, and the analysis of digital narratives according to the observation made. In conclusion, audiovisual narratives on TikTok have an impact on the audience, optimizing digital strategies and improving the return on advertising investment.