Analysis of Video Marketing as a Personal Brand Positioning Strategy on TikTok and Its Impact on Engagement in Loja-Ecuador

Abstract

Video marketing has become an essential resource for personal branding communication strategies, enabling some professionals to achieve strong positioning, credibility, and trust when connecting with diverse audiences in the city of Loja. Some of the factors that confirm this issue lie in the way the success of their social media campaigns is measured and evaluated on platforms like TikTok. This research seeks to analyze the impact of video marketing on audience engagement in Loja, Ecuador, in order to understand how strategies, tools, and narrative resources can influence the positioning of a personal brand. A mixed-methods, non-experimental correlational design was employed, using Pearson’s correlation coefficient to analyze engagement metrics statistically, combined with a qualitative analysis of audiovisual elements, tools, and narratives. In conclusion, the results demonstrated that on TikTok the number of views is the strongest metric for ensuring high engagement, whereas the number of followers does not guarantee content virality. Furthermore, the results suggests a greater importance of the usefulness of the content and the save button, over the popularity of the account in the development of a personal brand.