Video Marketing in TikTok and Audience Engagement: An Analysis of Signage Companies in Ecuador

Abstract

Exploring video marketing in depth in a context where social media has transformed the way people consume content has become imperative, as video has established itself as one of the main drivers of this change. In this scenario, industrial companies that understand and apply video marketing strategies achieve greater visibility in a market characterized by high information saturation. However, the lack of strategy, the presence of unengaging content, technical deficiencies in audiovisual production, and the absence of digital metrics analysis limit audience connection, highlighting the need to analyze the relationship between video marketing implemented by signage companies on TikTok and audience engagement levels in Ecuador. The research adopted a mixed-methods approach, with a descriptive-correlational purpose and a non-experimental design, based on the analysis of audiovisual content published on TikTok, and the study of digital interaction metrics. Additionally, interviews were conducted with marketing professionals to complement the quantitative analysis from a qualitative perspective. This approach provided a comprehensive view of how the characteristics of video marketing used by signage companies are associated with audience engagement levels.