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Habili=
dades y estrategias para el posicionamiento de marca en la
plataforma TikTok durante la segunda vuelta electoral en Ecuador
(2023).
Skills and strategies for brand positioning on the TikTok platform
during the second round of elections in Ecuador (2023).
=
Resumen:
El presente artículo analiza las habilidades y las estrategias utilizadas para el
posicionamiento de marca en la plataforma TikTok durante la segunda vuelta electoral en Ecuador, en el
año 2023. El objetivo es determinar cómo inciden las estrategias de posicionamiento de la marca de los candidatos presidenc=
iales
en la red social TikTok.
Las principales estrategias identificadas que utilizaron los candidatos fueron
posicionar su imagen
personal, innovar en jingles
y músicas de campaña, el uso del mensaje y discurso político, colaboraciones con políticos e influencers nacionales, al igual que
la colaboración con marcas de productos
nacionales. Finalmente, el análisis de las interacciones y métricas en TikTok reveló que<=
span
style=3D'letter-spacing:2.0pt'> el posicionamiento de marca efectivo=
en redes sociales depende de la capacid=
ad de
los candidatos para adaptarse al
estilo y lenguaje propio de la
plataforma. En este contexto, N=
oboa y González destacaron por su habilidad
para transformar los mensajes políticos en contenidos atractivos y en línea con las expectativas del público.
Palabras Clave: TikTok; marca; métricas;
marketing político; =
redes sociales.
Abstract:
This article analyzes
the skills and strategies used for brand positioning in the TikTok platform
during the second round of elections <=
/span>in Ecuador,
in the year 2023. The objective is to determine how the brand positioning strategies of the presidential candidates have =
an
impact on the social network
TikTok. The main identified strategies used by the candidates were to
position their personal image, innovate
in campaign jingles and music, the use of the political messag=
e and discourse, collaborations with national politicians and influencer=
s, as well as collaboration with national product
brands. Finally, the analysis of interactions and metrics in TikTok revealed
that effective brand positioning in social networks
depends on the ability of candidates to adapt t=
o the
style and language of the platf=
orm.
In this context, Noboa and Gonzalez stood
out for their
ability to transform pol=
itical
messages into attractive conten=
t in
line with the public's expectations. <=
/span> Keywords : TikTok; branding; metrics ; political marketing; social networks .
Esta obra está bajo una
licencia internacional Creative Commons
Atribución-NoComercial 4.0.
Sumario. 1. Introducción. 2. Desarrollo. 2.1. Incursión y popularidad de TikTok. 2.2. TikTok y las campañas políticas. 2.3. Contexto de la investigación. =
2.4.
Resultados. 3. Conclusiones.
Como citar: Suntaxi
Andrade, M., Bernabé Borbor, S. P., & Molina Benavides, L. (2025=
).
Habilidades y estrategias para el posicionamiento de marca en la plataforma TikTok durante=
la segunda vuelta
electoral en Ecuador
(2023). Ñawi . Arte, Diseño, Comunicación, =
Vol. 9, Núm. 1, 167-183.
https://nawi.espol.edu.ec/ www.doi.org/10.37785/nw.v9n1.a10<=
/span>
1.
Introducción En el cont=
exto de
las campañas políticas, el uso de redes sociales se ha conver=
tido
en una herramienta clave para conectar
con el electorado y construir una imagen pública eficaz (Sevill=
a, 2020).
En Ecuador, durante
el proceso electoral
de 2023, plataformas como TikTok ganaron
protagonismo como medio
de comunicación<=
span
style=3D'letter-spacing:-.05pt'> directa
entre los candidatos
presidenciales y los votantes. Esta red social, conocida por su a=
lto
nivel de interacción y popularidad entre los jóven=
es, ofrece un espacio
único para que los candidatos desarrollen y consoliden su “marca<=
span
style=3D'letter-spacing:-.1pt'> política” mediante
contenido visual que atrae y conecta emocionalmente con la audiencia=
. En
la provincia de Santa Elena, TikTok se=
posicionó como un canal estratégico para la difusión de propuestas y la creación de un vínculo entre los aspirantes a la Presidencia.
El presente
estudio explora las estrategias de posicionamiento de marca que emplearon l=
os
candidatos presidenciales Daniel
Noboa y Luisa González en TikTok. Se dará a conocer có=
mo
inciden las estrategias de posi=
cionamiento
de marca de los candidatos presidenciales en
TikTok en la provincia de Santa Elena en el periodo 2023. Con relación al desarrollo<=
span
style=3D'letter-spacing:-.45pt'> de la metodología de investigaci=
ón, este caso de estudio es una investigación de tipo aplicada no experimental con alcance
descriptivo y enfoque mixto a través de un muestreo no
probabilístico por conveniencia. La población de estudio
integra al público juvenil de los cantones La Libertad, Salinas y
Santa Elena, con una muestra
de 175 jóvenes q=
uienes constan
entre las edades de 16 y mayores
de 25 años.
En la
metodología se utilizó instrumentos de recolección de
datos e información para el análisis de contenido de las publicaciones de las cuentas
oficiales de TikTok de los candidatos presidenciales, también se
entrevistó a profesional=
es y
expertos del marketing pol&iacu=
te;tico
y creadores de contenido para gobernantes. Este análisis permite identificar las tácticas que
resultaron más efectivas en la construcción de la marca
política de cada candidato, así
como los factores que influenciaron la percepción y preferencia de los votantes. A través de
técnicas de análisis de =
contenido
y métricas de interacción, se examinan los elementos clave de=
sus
publicaciones, tales como mensajes visuales,
discursos, tendencias y recurs=
os
emocionales empleados para generar empatía y credibilidad.
Las conclusiones obtenidas prop=
orcionan una visión profunda
sobre las nuevas
tendencias de marketing político digital y sobre cómo las plataformas emergentes como TikTok redefinen las dinámicas de interacción entre candidatos y
ciudadanos (Torres-Toukoumidis et al., 2021). E=
ste
análisis no sólo contribuye a una mejor comprensión del
entorno político
actual, sino que también ofrece recomendaciones para futuras
campañas que buscan innovar en el uso de redes sociales para alcanzar y fidelizar a sus audiencias.
De aclarar=
se que
el presente proyecto de estudio nace a raíz de observar la
participación de excandidatos <=
/span>presidenciables de Ecuador durante los
comicios del año 2021, donde TikTok fue una pieza clave y
estratégica para los excandidatos el llegar a conectar con la audiencia
y compartir sus propuestas de campaña, al igual que posicionar sus marcas. También, incide las participaci=
ones
que han llevado gobernantes y políticos iberoamericanos que han l=
ogrado impactar
a la audiencia con las nuevas estrategias y herramientas de mark=
eting
político, mismas que le han permitido comunicar disruptivamente y posicionar su marca e imagen tan=
to
personal como política.
2.
Desarrollo 2.1
=
Incursión y popularidad de TikTok
A nivel mu=
ndial,
“TikTok se ha convertido en un fenómeno, en lo que respecta a
redes sociales”, afirma Ridge (2023).
Se ha posicionado como una de las plataformas con más interacciones y crecimiento acelerado de usuarios. Se conocerá sus principales<=
span
style=3D'letter-spacing:-.4pt'> características respecto
al uso que emplean organizaciones y candidatos políticos en lo que concierne al posicionamiento de su marca personal y profesional. Se emplea una investigación a nivel internacional, nacional y local. Entre los años 2020 y 2021, la
plataforma digital TikTok ha tenido una creciente popularidad, en especial
por personas que comprenden la edad de 15 a 29 años, y esto se debe a la diversidad de tópi=
cos, además se demuestra que la aplicación despliega una serie de videos
a los usuarios depend=
iendo de su interés, indica (Terrádez ,=
2020).
TikTok ha =
sido un
medio de distracción durante el periodo de confinamiento y post
pandemia, el cual fue aprovecha=
do por
las organizaciones y candidatos políticos. Ante lo expuesto, un estu=
dio
realizado en Madrid con relaci&=
oacute;n a las “Técnicas de la comunicación política” (Sarasqueta, 2021) manifies=
ta que “la pandemia
aceleró todos estos procesos y los cambios que iban a tardar años en desarrollarse, se comprimieron en apenas unos meses”. Lo que ha llevado a muchas organizaciones a=
una
nueva adaptación en sus estrategias de marketing y
posicionamiento de marca a nivel
mundial.
2.2&=
nbsp;
=
TikTok =
y las =
campañas políticas
Durante la
campaña y precampaña de los partidos políticos durante=
las
elecciones en Madrid- España por el periodo
2021, fueron los partidos candidatos pioneros en utilizar la red social Tik=
Tok
como parte de su estrategia de
comunicación, su investigación se desarrolló a
través de muestras y
análisis en las publicaciones efectuadas por los partidos políticos, al igual que entrevistas a sus directores de campañ=
a. (López, 2022, 1). De igual manera,
López estratega de comunicación, alega
que tanto España como en el resto del mundo la comunicación política ha tomado otro rumbo y ha experimentado una
transformación debido a la revolución televisiva y el surgimi=
ento
de las redes sociales, especial=
mente TikTok, el cual ya forma parte de u=
na
herramienta electoral.
De acuerdo con Cusot y
Palacios (2021), su estudio efectuado en el campo nacional, “TikTok y su rol predominante en la campaña presidenc=
ial de
Xavier Hervas ”, demuestra que el primer
candidato ecuatoriano en utilizar TikTok para realizar su campaña política presidencia fue<=
span
style=3D'letter-spacing:-.1pt'> el excandidato Xavier Hervas , d=
enominado el “candidato tiktoker =
”, por el
partido Izquierda Democrática durante el periodo 2020-2021.
Además, destacan en su artículo que los objetivos planteados en su campaña fue
implementar diversas tácticas estratégicas en su plan
comunicacional, el cual le apor=
tó significativamente para aumentar su popularidad, credibilidad y posicionamient=
o de su imagen política; esto le
ayudó a destacar entre sus opositores (Tandazo et al., 2021).=
TikTok se destacó en la campañ=
;a
de Hervas , el cual se implementó para ll=
egar a
un público joven con el objetivo claro:
posicionar a Xavier Hervas como un candi=
dato
que representa una nueva forma de hacer política, desligada de aquel=
la que ha caracterizado al Ecuador, con=
una
imagen fresca y empática
hacia la situación de la población, en especial a grupos que trabajan por minimizar o combatir
problemas sociales, como medio ambiente, LGTBI, entre otros, los cuales son=
representados por ciudadanos=
jóvenes. Es decir, aprovechar el silencio de los candidatos en estos campos,
para hablar de lo que ellos no hablaban (Cusot
& Palacios, 2021, 84).
Esa estrat=
egia
causó sorpresa de un candidato que no se esperaba, por eso que las r=
edes
sociales no se pueden desestima=
r ni
utilizarlas como únicos recursos, son parte de todo el conjunto de
herramientas.
Otra
investigación con escala nacional es la que se hizo con respecto a l=
os
“Nuevos Lenguajes de Comunicación
Política. El uso de Instagram y TikTok en las elecciones seccionales de Quito y Guayaquil 2023”, en la cual se detallaban las diversas estrategias y contenidos utilizados por los candidatos políticos para conectar
con los internautas a través de las redes sociales. =
Al
mismo tiempo, Pulla (2023, 37-57), deduce que “los candidatos
políticos ecuatorianos buscan nuevas
estrategias para destacar con el público joven”.
Un estudio
enfocado en el uso de TikTok como una herramienta de comunicación
política para presidentes iberoamericanos
demuestra que esta red social es una oportunidad para los gobernantes que
desean conectar con un pú=
;blico
y sector juvenil. Para su estudio, se aplicó el análisis de
contenido cuantitativo y cualitativo de las cuentas y perfiles de cuatro presidentes: Jair Bolsonaro=
(Brasil), Guillermo Lass=
o (Ecuador), Sebastián Piñera (Chile)
y Nayib Bukele (El
Salvador). Los investigadores se refieren a TikTok, a diferencia de otras
aplicaciones y redes sociales no comparte información de su interfaz
de programación comercial
respecto a los datos sobre los usuarios
y comportamiento, por ello, los datos de cada cuenta
de TikTok fueron
recolectados de manera
manual. (Figuereo et al.,
2022, 103).
2.3&=
nbsp;
=
Contexto <=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.1pt'>de =
=
la =
<=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:-.1pt'>investigación
La
metodología de esta investigación se desarrolla en la provinc=
ia
de Santa Elena, y el caso de estudio es una investigación de tipo aplicada
no experimental con alcance descriptivo y enfoque mixto a través de un muestreo
no probabilístico por conveniencia, escogiendo una muestra de =
175
jóvenes usuarios de la red social TikTok entre las edades=
de 16
años y mayores de 25 años. Se realiz&oacut=
e; una
encuesta con relación al nivel de interés que tenían s=
obre
las estrategias utilizadas
en TikTok para posicionar la marca de Luisa González y Daniel Noboa durante la segunda vuelta electoral del año 2023.
Se utilizaron instrumen=
tos de recolección de datos e información para el análisis de contenido d=
e las
publicaciones de las cuentas oficiales de TikTok de los candidatos presidenciales, entrevistas a profesionales y expertos del marketing político Se examina el contenido audiovisual de las cuentas públicas para el posicionamiento de marca durante el periodo de campaña 2023 de los candidatos Luisa
González y Daniel Noboa=
. Se
consideran las interacciones en; número de visitas, seguidores, comentarios, compartidos, me gusta de los videos difundidos, planteando un detallado y minucioso seguimiento de los comportamientos de posicionamien=
to de marca que tienen los candidatos ante los seguidores y usuarios de la red social. A continuación, se presentan los siguientes datos obtenidos de los instrumentos utilizados.
2.4
=
Resultados
En las
siguientes Tablas (1, 2, 3, 4 y 5), se ofrecen los resultados
obtenidos en las encuestas.
Escala
Frecuencia =
Porcentaje =
Luisa González
10
6%
Daniel Noboa
69
40%
Ambos candidatos
27
15%
Ningún candidato
69
39%
Total
175 =
100%
&nbs=
p;
Tabla 1. Pregunta de la encuesta: durante el periodo de campaña electoral presidencial de 2023,
¿=
;a quién de estos candidatos usted siguió en su
cuenta de TikTok? (elaboración
propia, 2023).
Escala
Frecuencia =
Porcentaje =
Música y jingles
de campaña
5
3%
Mensaje de la campaña
27
15%
Estrategias de marketing en campaña
(borregos, gaf=
as, Hierbaluisa)
48
27%
Imagen del candidato
5
3%
No me llamó la atenci&oa=
cute;n la candidata
90
52
Total
175
100%
Tabla <=
/b> 2. Pregunt=
a de la encuesta: para usted,¿que llamó la atención
de
los videos compartidos
por la candidata presidencial Luisa González a través=
de su cuenta de TikTok? (elaboración propia, 2023).
Escala
Frecuencia =
Porcentaje =
Música y jingles
de campaña
6
3%
Mensaje de la campaña
23
13%
Estrategias de marketing en campaña
(muñecos de cartón, Quaker , Chito Vera)
94
54%
Imagen de candidatos
20
12%
No me llamó la atenci&oac=
ute;n el candidato
32
18%
Total
175
100%
Tabla <=
/b> 3.
Pregunta de la encuesta: para
usted, ¿que llamó la atención de
los
videos compartidos
por el candidato presidencial Daniel Noboa a trav&ea=
cute;s de su cuenta de TikTok? (elaboración propia, 2023).
Escala
Frecuencia =
Porcentaje =
Por supuesto
59
34%
Ocasionalmente
67
38%
Nunca
49
28%
Total
175
100%
=
Tabla <=
/b> 4. Pregunt=
a de la encuesta: ¿compartió o
reaccionó más
de
una vez (like
=
a los videos difundidos por los candidatos a través de sus cuentas=
de TikTok? (elaboración propia, 2023).
Escala
Frecuencia =
Porcentaje =
Si
84
48%
No
91
52%
Total
175
100%
=
Tabla 5. Pregunta de la encuesta: ¿considera que su voto de
elección popular se vio influenciado
=
por el contenido publicado de los candidatos a través de sus cuentas=
de TikTok? (elaboración propia, 2023).
A
continuación (Tabla 6), se ofrece una síntesis de las entrevi=
stas
realizadas a especialistas en comunicación política y en redes sociales. Los entrevistados
compartieron sus conocimientos y su experticia, con el objetivo de contrastar los datos previamente recopilados. Fuero=
n el ingeniero Manuel Rodas (estratega
de campaña política y experto en marketing
organizacional) y el licenciado Jayro
Tomalá (Comunity =
Manager creador de contenido de GADPSE).
PREGUNTAS <=
/b>
ANÁLISIS DE EXPERTOS
¿Cu&aacu=
te;les considera usted que son =
los
pasos o procedimientos más eficaces para=
posicionar la marca e imagen de =
un
candidato político en =
las
redes sociales, específicamente TikTok?
Los expertos están de acuerdo en la importancia de definir el público y el target ,
lo que permitirá al candidato adecuar su estrategia.
=
Constante en la difusión de los contenidos en las r=
edes
sociales, la imagen personal. Una vez reconocida su imagen personal, la marca política se posiciona y se debe aprovechar las herramientas que se ofrecen dentro de las redes social=
es.
¿Cu&aacu=
te;les
fueron las estrategias puntuales y específicas que
implement&oacut=
e; el candidato Daniel Noboa en la red social
TikTok
durante la segunda vuelta
para posicionar su marca?
Coinciden el uso estratégico del muñeco de
cartón con la figura del candidato, acompañado del trend musical “se armó el despelote, viva
el Ecuador”, donde
figura su padre,
el también excandidato presidencial y empresario Álvaro Noboa; estos
elementos fueron arrolladores para la campaña. Seguido, otr=
o factor
que mencionan es que supo
definir a su público objetivo y aprovech&oac=
ute; todas
las herramientas con
la que cuenta
la mega plataforma TikTok, el uso
de hashtag , unirse<=
span
style=3D'letter-spacing:-.45pt'> a trend =
populares, hacer videos
cortos, colaborar con figuras reconocidas del medio, entre otros.
¿Cu&aacu=
te;les
fueron las estrategias puntuales y específicas que
implement&oacut=
e; la candidata Luisa González en la red social TikTok durante la segunda
vuelta electoral para<=
span
style=3D'letter-spacing:-.5pt'> posicionar
su marca?
Las estrategias en campa&ntild=
e;a durante
la segunda vuelta
electoral para la candidata Luisa González
fueron escasas y falta de creatividad, afirman
los entrevistados, quienes mencionan que, a comparación con la campaña en primera v=
uelta,
la candidata por la Revolución Ciudadana (RC5)
estableció las<=
span
style=3D'letter-spacing:-.4pt'> gafas
blancas con celeste, el borrego y
<=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;line-height:=
112%;
color:#231F20'>la marca Hierbaluisa. Acotan, que en la segunda
vuelta restructuraron=
y modificaron el logo de la candidata, algo nunca visto
en esas instancias.
¿Qu&eacu=
te;
perfiles o característ=
icas de liderazgo han
mostrado los candidatos
Noboa
y Gonzál=
ez
en estas elecciones presidenciales 2023?
Ante lo planteado, los especialistas mencionaron que el liderazgo de la candidata González fue marcado en el empoderamiento del sector femenino, y sus característ=
icas
fueron el saber dialogar, comunicar =
asertivamente
y poseer mensajes políticos claros. Por su parte, a diferencia del candidato Noboa, su=
<=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;line-height:=
112%;
color:#231F20'>liderazgo se basó en las juventudes, su perfil estuvo
encasillado en ser
un hombre no tanto de
discursos o mensajes políticos,
sino de mostrar su lado familiar con sus padres, esposa e hijos,
junto a un estilo amigable y carismá=
;tico,
cualidades que no
denotaron en la candidata González, su figura
era más autónoma.
Tabla <=
/b> 6. Entrevistas a especialistas en comunicaci&oa=
cute;n política y =
en redes sociales (elaboración propia, 2023).
También se aplicó el análisis de contenido a las cuentas oficiales de TikTok de los candidatos presidenciables Noboa y Gonz&=
aacute;lez,
lo cual permitió identif=
icar
con exactitud las estrategias utilizadas para posicionar su marca y evaluar el impacto y respuesta que lograron los contenidos (Tablas 7, 8=
y
9).
Categoría
Luisa González
@luisamgonzalezec
Daniel Noboa
@danielnoboaok
Total=
de seguidores<=
/span>
415,4K
1.4 millones
Total=
de likes
7.3 millones
21.7 millones
Total=
de videos en segunda vuelta
98
93
Tabla
7. Número de publicaciones por el tipo =
de
contenido compartido por los candidatos en sus
cuentas TikTok durante
la segunda vuelta
electoral de los comicios del 2023 (elaboración propia,
2023).
El primer candidato en incursionar en l=
a red social de TikTok fue González,
quien compartió su primer
video el 1 de abril del 2020, mientras
que Noboa un año más tarde difundi&=
oacute; su inicial video el 5 de octubre
del 2021. Se deduce que la obtención de las cifras
detalladas en la tabla por cada candidato se debió al uso de las
distintas técnicas y her=
ramientas
de comunicación tanto de la plataforma
TikTok como las estrategias de marketing para posicionar su marca.
Categorí a
Luisa González
@luisamgonzalezec
Daniel Noboa
@danielnoboaok
20 – 31 agosto
16
13
01 – 30 septiembre
34
35
01 – 15 octubre
48
45
Total
98
93
Tabla 8. Número d=
e publicaciones efectuadas por<=
span
style=3D'letter-spacing:-.45pt'> los candidatos presidenciales en sus cuentas
de TikTok durante el periodo de la segunda vuelta electoral de los comicios del
2023.
=
Fuente: cuenta de TikTok de Luisa <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:.1pt'> González y =
Daniel Noboa (elaboración =
propia, 2023).
CANDIDATOS
VIDEOS
Luisa González
98
Daniel
Noboa
93
TOTAL
191
=
Tabla <=
/b> 9. Observación de videos, del 20 de agosto al 15 de octubre=
de 2023.
=
Fuente: cuentas públicas de TikTok campaña de segunda=
vuelta electoral (elaboración propia, 2023).
Momentos importantes de análisis de contenido en la campaña de la segunda
vuelta presidencial:
•
La candidata González, en el
transcurso del mes de agosto, lanzó 16 videos comparado con Noboa que
solo difundió 13 “=
tiktoks ”. Para el mes de
septiembre ambos triplicaron e=
sa
cantidad.
• Durante los primeros 15 días de octubre=
, Noboa publicó 45 videos y 48 fueron de González.
•
Durante <=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:12=
0%;
color:#231F20;letter-spacing:-.4pt'> los últimos
días de campaña
Daniel Noboa publicó 11 videos en un día, a comparación que Luisa González difundió un máximo de 6 videos en un día. Incluso <=
span
lang=3DES style=3D'font-size:8.5pt;mso-bidi-font-size:11.0pt;line-height:12=
0%;
color:#231F20;letter-spacing:-.15pt'> en el transcurso de la jornada
democrática popular, difundieron contenido audiovisual desde sus cuentas
en TikTok, invitando a =
los electores acercarse a las urnas.
Categor&iac=
ute;a
Luisa González
@luisamgonzalezec
Daniel Noboa
@dani=
elnoboaok
Opinión -
Información
43
18
Entre=
tenimiento
36
70
Gastr=
onomía
3
0
Educa=
tivo
4
1
Depor=
tivo
3
1
Cultural
1
0
Tur&i=
acute;stico
1
0
Segur=
idad
4
1
Ambie=
nte
1
0
Salud=
2
1
Trans=
porte
1
0
Refle=
xivos
2
0
Total
98
93
Tabla <=
/b> 10. Número de publicaciones por el tipo de contenido compartido por los candidatos en sus cuentas TikTok.
Fuente:=
cuenta de TikTok de Luisa González y Daniel<=
/span> Noboa (elaboración propia, 2023).
El analiza=
r el
tipo de contenido (Tabla 10) aplicado por los candidatos presidenciales Dan=
iel
Noboa y Luisa González p=
or
medio de sus cuentas de TikTok, se concluyó lo siguiente:
mayoritariamente, con 70 videos Noboa =
compartió material
y contenido entretenido, seguido de 18 “tiktoks ” =
el cual presentaba un eje temático de opinió=
;n e información. En lo compete
a González, abarcó muchos má=
;s sectores
temáticos a comparación del primer candidato. Tal como se evidencia en la tabla, =
la aspirante presidencial publicó 43 videos con eje de opinión-información, continuo de entretenimiento, sumando un total=
de 36
videos. Ambos candidatos mostraron la=
fusión
e hibridación de los tip=
os de contenidos, lo que lo hizo más interactivo e<=
span
style=3D'letter-spacing:-.05pt'> interesante ante el público consumidor y elector
a través de la plataforma TikTok.
Categorí a
Luisa González
@luisamgonzalezec
Daniel Noboa
@danielnoboaok
Tiemp=
o de video más =
corto
00:06 <=
span
class=3DSpellE>seg .
00:04 seg .
Tiemp=
o de video más =
largo
02:28 seg .
02:02 seg .
Mayor=
núme=
ro de likes
15,9K
523,6K
Mayor=
núme=
ro de vistas
5,7 millones
7,1 millones
Mayor=
núme=
ro de comentarios=
20,3K
10,1K
Mayor=
núme=
ro de compartidos=
12,8K
30,4K
Mayor=
núme=
ro de hashtag
30
15
=
Tabla 11. Métricas de alcance de los videos difundidos por los candidatos
presidenciales
a través de sus cuentas
TikTok durante la segunda vuelta
electoral de los comicios del 2023. Fuente:
cuenta de TikTok
de Luisa González y Daniel Noboa (elaboración propia,
2023).
Por otra parte, en este análisis de contenido también se incluy&oacut=
e; el analizar las métricas y feedback =
las cuentas de TikTok de los candidatos Noboa y González (Tabla 11). Ante lo expuesto,
se demuestran datos significativos como: tiempo
de videos, número de vistas, likes ,
comentarios, compartidos y hashtag. La diferencia del video más cort=
o entre ambos candidatos es de 2 segundos, mientras
que el video má=
s extenso
la diferencia es 26 segundos,
difundido por González. Con respecto a los likes gusta”), l=
as vistas
y reproducciones de Noboa supera a la otra candidata.
En
consideración a la mayor cantidad de comentarios, un video compartido
por la candidata de la Revolución Ciudadana supera con más de diez mil comentarios a Noboa. Mientras
que, en la categor&iacu=
te;a compartidos, el candidato por el movimiento
Acción Democr&aacu=
te;tica Nacional supera por más de diez y=
ocho mil veces compartido
su video a
González. Para finalizar, la candidata Luisa G. es la que mayor uso de hashtags
ha implementado a uno de sus videos,
versus un Daniel N. que solo ha alcanzado a utilizar 15 hashtags en =
uno
de sus “tiktoks ”.
Categoría
Luisa González
@luisamgonzalezec
Daniel<=
span
style=3D'letter-spacing:.05pt'> Noboa
@danielnoboaok
Estrategia de posicionamiento de marca
•=
Imagen del candidato / Marca
•
Jingle y músi=
ca de campaña del
candidato
•
Discurso y mensaje político
•
Colaboraci&oacu=
te;n con figuras reconocidas del medio como:
•=
Andrés Arauz
(binomio presidencial)
•
Iván Hurtado
(Exjugador de futbol
ecuatoriano)
•=
Aquiles Álvarez (Alcalde de<=
span
style=3D'letter-spacing:-.15pt'> Guayaquil)
•
Marcela Aguiñ=
;aga (Prefecta del <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:.1pt'> Guayas)
•
Rafael
Correa (Expresidente y líder del movimiento
Revolución Ciudadana)
•
Banderas con logo del
movimiento y candidato presidencial
•=
Gafas azules
con blancas
•
Logo de la candidata
•
Vestimenta con el color
de su movimiento político (RC)
•=
Imagen del candidato / Marca
•
Jingle y música de campaña del candidato
•=
Discurso y mensaje político
•
Colaboración
con figuras reconocidas
del medio como:
•
Albaro Noboa
(excandidato presidenc=
ial y
padre)
•
Annabella Azín
(ex=
diputada y madre)
•=
Lavinia Valbonesi (esposa)
•
Marlon “Chito”
Vera (Luchador de la <=
/span>UFC)
•
Logan y Logan (influencer<=
/span> y youtuber )
•
Jasú Montero; Michaella Pincay (talentos=
de
tv)
•
Banderas con logo del
movimiento y candidato presidencial
•=
Logo del candidato
•
Vestimenta con el color
de su movimiento político (ADN)
•=
Marca Quaker
•
Inteligenci=
a Artifical
•
Muñecos de cartón con figura del candidato.
Herramientas
implementadas de TikTok
•
Unirse a trends populares
•
Emoticones<=
/span>
•
Voz <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.15pt'> en off <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.15pt'> comando de<=
/span> TikTok
•
Uso <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.25pt'> de hashtag
•
Lives (transmis=
iones en vivo) Textos en el video
•
Unirse a trends populares
•
Emoticones<=
/span>
•
Voz <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.15pt'> en off <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.15pt'> comando de<=
/span> TikTok
•
Uso <=
span
lang=3DES style=3D'font-size:8.0pt;mso-bidi-font-size:11.0pt;color:#231F2=
0;
letter-spacing:-.25pt'> de hashtag
•
Lives (transmisiones en vivo)=
•
Textos en el video
•
Videos con datos y estadísticas
Tabla 12. Tipo de estrategias de posicionamie=
nto de marca y herramientas de TikTok. Fuente: cuenta de TikTok de Luisa González y Daniel Noboa (elaboración propia, 2023).
&nb=
sp;
Luego de o=
bservar
93 videos de la cuenta @danielnoboaok, se deduce que los elementos que
mayormente primaron durante los 56 días de campañ=
a política en segunda vuelt=
a fue el mostrar
su imagen en la mayoría de sus videos &#=
8220;tiktoks ”, seguido de su mensaje y disc=
urso
político. También sumó colaborar con figuras reconocid=
as del medio como =
influencers ,
youtubers , talentos de televisión, entre
otros. Pero lo que sin duda marcó su campaña en temas estratégicos para posicionar<=
span
style=3D'letter-spacing:2.0pt'> su marca ante el
electorado fue crear músicas y trends moda como “se armó el
despelote, que viva el Ecuador”, el cual
es un remix y frase de su padre=
y
excandidato presidencial por va=
rias
ocasiones Álvaro Noboa,=
otro
elemento fue los famosos y mediáticos muñecos de cartó=
n con la figura del candidato, donde a=
mas de
casa, comerciantes, jóvenes y otros sectores sociales mostraban su muñeco de cartón y le =
daban
el uso que preferían, mentalizaron el poseer a su candidato en =
sus
negocios o casas (Tabla 12). Daniel Noboa marcó un precedente en la forma de hacer nueva campaña pol&iacut=
e;tica
en el país y el mundo. En la tabla 13 se proyectan imágenes referentes a las estrategias descritas
para el posicionamiento d=
e su marca.
Los elemen=
tos con los que se apoyó de la red social TikTok, al fin al cabo =
es
el medio digital el cual le permite dar a conocer su imagen y propuestas
de campaña. Denotó en sus videos el uso de hashtag , implementación de
trends<=
/i> y músicas actuales y popul=
ares,
emoticones, textos en los videos, la voz comando de TikTok, transmisiones en
vivos. A diferencia de la otra candidata, Noboa hizo uso de la
inteligencia artificial=
(IA), además de añadir videos con datos y estadísticas. <=
/p>
De igual m=
odo, se observó en la cuenta
@luisamgonzalezec 98 videos, los cuales corresponden al proceso de campa=
ña
por segunda vuelta, es decir los 56 días donde se estudió las estrategias puntuales que implement&oacu=
te;
la candidata Luisa Gonzá=
;lez en lo que respecto al posicionamiento de su marca frente a la red social =
TikTok
durante el periodo 2023. Por su parte, los elementos estratég=
icos
que denotaron en su campaña fue el prevalecer su marca e imagen política en todos los videos colgados.
Seguido de su discurso y mensaje político, que superó=
a=
Noboa.
El tercer elemento
que reflejó en sus “tiktoks<=
/span>”
fue el uso de los jingles music=
ales, en los que se hacía referencia al perfil de la candidata. Mientras que, por el contrario,
existieron pocas colaboraciones con influencers o
figuras reconocidas en el medio; sólo apareció en unos cuantos
videos su coideario y líder=
político Rafael Correa<=
span
style=3D'letter-spacing:1.75pt'> y el asambleísta y exjugador profesional de la selección ecuatoriana de futbol, Iván Hurtado,
que respaldaban su campaña. El elemento visual que volvió aparecer en su campaña en segunda vuelta
fueron las gafas azules con fulos
blancos, aquel objeto que utilizó González =
para posicionar su marca y ganar popularidad ante el público elector del paí=
;s. En
la tabla 13 se proyectan imágenes referentes a las estrategias descr=
itas
para el posicionamiento de su marca.
Respecto a=
los
elementos y herramientas que utilizó mediante la plataforma TikTok fueron uno más escasos que otros.
Es decir, se unió a trends populares act=
uales,
pero no a gran magnitud que su
opositor. Se observó que=
utilizó mayormente el uso de hashtag,
al igual que insertar textos
en sus videos, unos que otros acompañados por emoticones.=
En cuestión de transmisiones en vivo no era constante.
&nbs=
p;
Tabla <=
/b> 13 . Proyección de im&aacu=
te;genes de estrategias utilizadas por los candidatos para posicionar su marca.
Fuente: cuenta de TikTok de Luisa <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;color:#231F20;
letter-spacing:.1pt'> González y =
Daniel Noboa (elaboración =
propia, 2023).
&nb=
sp;
Finalmente=
, el
análisis de las interacciones y métricas en TikTok revel&oacu=
te;
que el posicionamiento de marca efectivo en redes sociales
depende de la capacidad de los candidatos para adaptarse al estilo y lenguaje propio de la plataforma. En este contexto, Noboa y González destacaron por=
su habilidad para transformar los mensajes políticos en contenidos atractivos y en línea con las expectati=
vas
del público joven. Este estudio de caso, en la provincia de Santa Elena, muestra cómo las
estrategias de posicionamiento de marca, cuando se adaptan al medio digital=
y a las características de la audiencia, pueden consoli=
dar la presencia y credibilidad de los candidatos, maximizando su=
alcance e influencia en un contexto =
de
alta competencia electoral.
=
3. Conclusiones <=
/h1>
La presenta
investigación ha revelado que TikTok se ha consolidado como una plataforma esencial en el
ámbito de
la
comunicación pol&=
iacute;tica en Ecuador. Los candidatos presidenciales Daniel Noboa y Luisa González utilizaron div=
ersas estrategias de marketing digital
y creación de contenido para conectar con los votantes, adaptando sus<=
span
style=3D'letter-spacing:-.05pt'> mensajes
y recursos visuales para
maximizar el alcance y la participación en esta red social.
Se evalu&o=
acute;
el impacto de las estrategias de posicionamiento de marca de los candidatos
presidenciales en la percepci&o=
acute;n y comportamiento de la audiencia
de la provincia de Santa Elena, denotando
con base a la muestra
de los 175 jóven=
es encuestados, que bajo su percepción les llamó la atención de los “tiktoks=
” de Noboa y González, pero a pesar
del marketing político, se manifiesta que los jóvenes de la
provincia de Santa Elena no se sintieron influenciados en sus comportamientos ante los videos compartidos por los candidatos políticos durante el periodo 2023.
Las estrategias implementadas mu=
estran cómo la red social TikTok permite
humanizar y acercar
la imagen de los candidatos,
estableciendo una conexión emocional que favorece la creación=
de
una “marca política” que resuena con los valores y preocupaciones del
público objetivo. Noboa y González emplearon tácticas =
como
la participación en tend=
encias y la exposición de aspectos personales, lo cual incrementó la percepci&oacu=
te;n de autenticidad y accesibilidad de su imagen pública. Este en=
foque,
respaldado por el análisis de métricas de interacción =
en
sus publicaciones, demuestra
que TikTok no sólo es un canal de entretenimiento, sino también una herramienta poderosa para influir en la opinión pública y
fortalecer la presencia de los candidatos en el imaginario colectivo.
Las princi=
pales
estrategias identificadas que utilizaron los candidatos presidenciales e=
n la red social
TikTok para posicionar su marca de manera efectiva
en la provincia de Santa Elena durante
el periodo 2023 fueron las siguientes: posicionar su imagen personal, innov=
ar en jingles y músicas de
campaña, el uso del mensaje y discurso político, colaboraciones con políticos e influencers =
nacionales, al igual que la colaboración con marcas de productos nacionales, la incorporación de artículos visuales (estrategias de marketing ) y la utilización de banderas y camisas con logo de cada candidato. Mientras que las herramientas y estrategias identificadas en TikTok por ambos candidatos predominaron el=
uso
de hashtags , la unión y creación de trends
populares y transmisiones en vivo.
Con
relación a las estrategias de posicionamiento de marca utilizados por
los candidatos presidenciales, por su =
parte Daniel
Noboa marcó su campaña con la implementación de estrategias de marketing
político com=
o el muñeco
de cartón, uso de la marca =
Quaker =
, trend popular “se armó el despelote”, jingle=
s musicales, colaboraciones en “ti=
ktoks ” con sus familiares como su padre y excandidato
presidencial Álvaro Noboa, al igual que influen=
cers
nacionales e internacionales,
resaltar que fue el pionero en utilizar en sus “=
tiktoks ”
la inteligencia artificial (IA). Mientras que
Luisa González, por su parte, implementó en sus
estrategias de marketing pol&ia=
cute;tico,
el popularizar las gafas azules, colaboración con la
marca de té Hierb=
aluisa,
jingles y =
trends populares, colaboraciones con colegas políticos como el expresidente Rafael Correa; a
comparación de su contrincante, González no involucró =
a su
familia para realizar “tiktoks ”. =
Hay que destacar que Noboa logró compartir desde=
su cuenta TikTok
videos con contenido
mencionando a la provincia de Santa Elena,
a comparación de González que no logró compartir ning&u=
acute;n “tiktok” con tal característica.
Para concluir, cabe decir que Noboa y González han marcado un precedente en la historia
de Ecuador en la forma de hacer campaña política a través<=
span
style=3D'letter-spacing:-.45pt'> de TikTok, llegando
a involucrar a la comunicación política 2.0 y las Tecnologías de Información
y Comunicación (TIC). Ti=
kTok
se ha tornado fundamental para todo proceso de campaña políti=
ca.
Más que una opció=
n se volvió una necesidad ineludib=
le para los gobernantes, partidos o candidatos políticos que buscan posicionar su marca.
Por tanto,=
estos
resultados resaltan la necesidad de que los futuros candidatos entiendan las
dinámicas de las redes
sociales y la adaptación de sus campañas para despertar los
intereses de los jóvenes votantes,
quienes en la actualidad repres=
entan
una parte significativa del electorado. Las redes sociales en general, y TikTok en particular, permiten no sólo alcanzar a un
público más amplio, sino también presentar propuestas =
de
manera innovadora y directa. Este informe contribuye a la comprensión de las nuevas
tendencias en comunicación política digital, y ofrece una base para el diseño de campañas más efectivas en el contexto actual, caracterizado por una creciente dependencia de las redes sociales en lo tocante =
a la
difusión de ideas y a la
participación ciudadana.
Refer=
encias bibliográficas Cusot , G., & Palacios, I. (2021). =
TikTok y su rol predominante en la campaña presidencial de Xa=
vier
Hervas . Revista
Enfoques de la <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height:12=
0%;
color:#231F20'>Comunicación , 6, 65-96.=
Figuereo, J., Oliveira, J., & Chávez, R. (2022). TikTok como herrami=
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y <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height:12=
0%;
color:#231F20;letter-spacing:-.3pt'> ciudadanía.
Ciberculturas para
el =
aprendizaje
(pp.103-112). Sevilla, Huelva: Grupo Comunicar Ediciones.<=
/o:p>
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/o:p>
Sarasqueta, G. (2021).
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span
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0%;
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/span>
Tandazo, R., Gallegos,
E., & Ávila, V. (2021). Análisis de las estrategias de marketing político digital del candidato
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gital Publisher
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https://doi.org/10.33386/593dp.2=
021.6.769
N. (2020). <=
span
lang=3DEN-US style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height=
:120%;
color:#231F20;letter-spacing:-.3pt;mso-ansi-language:EN-US'> TikTok. Una
exploración sobre
la =
difusión =
de =
los
estereotipos sociales.
Proyecto de Grado,
Universidad de Valladolid. Rescatado
de: https://uvadoc.uva.es/bitstream/handle/10324/42968/TFG- N.%201420.pdf?sequence=3D1
TikTok. (2023). Acerca de TikTok. Web TikTok =
. Rescatado de: ht tps://www.tik=
tok.com/about?lang=3Des
Torres-Toukoumidis ,
A., De-Santis, A., & Vintimilla-León, D. (Coords .) (2021). TikTok.
Más allá de la hipermedialidad . <=
/i>Quito:
Editorial Abya Yala. <=
/o:p>
Reseñas curriculares
Martha
Suntaxi Andrade es periodista, docente
e investigadora de la Carrera
de Comunicación de la Facultad
de Ciencias Sociales
y de la Salud de la UPSE. Magíster en Gestión e
Investigación en Comunicación Empresarial por la Universidad =
Rey
Juan Carlos de Madrid. Periodista Profesional mención
Cultura por la Universidad Católica de Santiago de Guayaquil. Becaria
del programa movilidad e=
studiantil AECI, y asimismo
becaria Convenio Andrés Bello. Docente en la Universidad Laica Vicente Rocafuerte de Guayaquil, en la Universidad Católica =
de Santiago
de Guayaquil y en la ESPOL. Coordinadora Académica de dos Diplomados en Gobernabilidad de la Asociación de Municipalidades=
del
Ecuador y de la Universidad Católica de Guayaquil. <=
/o:p>
Steven Paul Bernabé Borbor es
Licenciado en Comunicación, graduado en la Universidad Estatal
Península de Santa Elena, Ecuador.
Presentador y maestro de cerem=
onia
en eventos académicos, políticos
y sociales. Líder estudiantil. <=
/o:p>
Lilian
Molina Benavides es Licenciada en Ciencias de la Educación, especialización=
en Historia
y Geografía. Magister
en Educación Superior
y Doctora en el Programa
“Información y Documentación en la Sociedad
del Conocimiento”=
de la Universidad de Barcelona. Es autora de diferentes artíc=
ulos
científicos en revistas de alto impacto en temas relacionados en
Comunicación y Educación. He ocupado cargos
de alta Dirección en la UPSE. Asimismo, es autora del libro Investigación aplicada
en Ciencias Sociales . Y actualmente es directora de la carrera
de Comunicación de la Facultad
de Ciencias Sociales
y de la Salud y directora del proyecto de investigación “Estudio del impacto de la
comunicación 4.0”.
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![](3D"ART10_nawi_vol9_num1_archivos/image001.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image004.gif")
=
This article analyzes
the skills and strategies used for brand positioning in the TikTok platform
during the second round of elections <=
/span>in Ecuador,
in the year 2023. The objective is to determine how the brand positioning strategies of the presidential candidates have =
an
impact on the social network
TikTok. The main identified strategies used by the candidates were to
position their personal image, innovate
in campaign jingles and music, the use of the political messag=
e and discourse, collaborations with national![](3D"ART10_nawi_vol9_num1_archivos/image006.jpg")
![](3D"ART10_nawi_vol9_num1_archivos/image008.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image009.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image010.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image011.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image012.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image013.gif")
![3D"Cuadro](3D"ART10_nawi_vol9_num1_archivos/image024.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image025.gif")
![](3D"ART10_nawi_vol9_num1_archivos/image026.gif")