Bibliographic citations
Schlaefli, M., Maraza, M. (2023). El uso de TikTok e Instagram para la marca Peruvian Health, entre los años 2022 y 2023 [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670461
Schlaefli, M., Maraza, M. El uso de TikTok e Instagram para la marca Peruvian Health, entre los años 2022 y 2023 [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670461
@misc{renati/410286,
title = "El uso de TikTok e Instagram para la marca Peruvian Health, entre los años 2022 y 2023",
author = "Maraza Saravia, Maria Isabel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This research covers the study of social networks, Instagram and TikTok, of the Peruvian Health company to strengthen its digital community. The work answers the question: What were the main strategies used in the creation of content to strengthen the digital community on Instagram and TikTok for the company Peruvian Health, in the period 2022-2023? During the study, it was found that the strategies used in creating content for these platforms were three: influencer marketing, audience segmentation and creation of valuable content. To reach this conclusion, ten posts on Instagram were analyzed, of which five were collaborations with influencers and five were self-made. Likewise, ten TikTok posts were described. After analyzing the content, it was confirmed that the influencers had a positive impact on the brand's exposure to new audiences, strengthened the company's prestige and diversified the content, creating closeness with the public. Likewise, interaction with the audience and satisfaction of their interests was prioritized through a visual, informative and interactive message, depending on the product offered. Finally, the content was valuable, since the publications were attractive and functional for the public, because they were based on the communication of storytelling, product benefits, recipes and other uses. In summary, the company used various tools to connect with the public and strengthen its community. Resulting in the application of a successful marketing strategy.
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