Análisis de la comunicación de empresas europeas y norteamericanas en TikTok

Purpose: This research analyzes the communication that companies and brands are developing in TikTok, a social network that represents today a global trend and where different segments of users-customers converge, especially those corresponding to Millennials and Generation Z. Specifically, it seeks to observe the capacity for success or failure of formats such as advertising and conventional marketing versus emerging and novel formulas such as ‘anti-marketing’, which proposes accompanying content for users without explicit promotion of products or services. Design / Methodology / Approach: To carry out this initial exploratory study, ten North American and ten European companies and brands were selected to establish a comparative analysis of how they communicate through this platform. Likewise, the communicative narrative used in this network by the companies and brands has been analyzed, to delimit the most used proposals and if there is any innovation in this regard. Results: The results show a correlation between the increase in followers and the increase in publications, i.e., the greater the exposure of content, the greater the reach. It also corroborates the prevalence of ‘anti-marketing’ as a strategy to accompany companies and brands with userscustomers and the evidence that there are no limits in this social network for the exposure of any type of product or economic activity. Originality / Contribution: although there are still few companies and brands that communicate through TikTok, there is an important tendency to innovate narratively away from conventional advertising and marketing formulas, which opens the way for further related research. Objetivo: Esta investigación analiza la comunicación que están desarrollando empresas y marcas en TikTok, red social que representa hoy una tendencia global y donde confluyen diversos segmentos de usuarios-clientes, especialmente los que corresponden a los Millennials y la Generación Z. Específicamente, busca observar la capacidad de éxito o fracaso de formatos como la publicidad y el marketing convencional frente a fórmulas emergentes y novedosas como el «anti-marketing», que propone contenidos de acompañamiento para los usuarios sin promoción explícita de productos o servicios. Diseño/metodología/enfoque: Para realizar este estudio exploratorio inicial se han seleccionado diez empresas y marcas norteamericanas y otras diez europeas, con el fin de establecer un análisis comparativo de cómo comunican a t