Fanáticos XND en TikTok: creación de la estrategia y adaptación de los videos a la red social.

Abstract

As part of my final degree project, I decided to do my professional work on Fanáticos por nuestro deporte (from now on called Fanáticos XND or FxND), originally named Fanáticos XND, but later also renamed Fanáticos por nuestros destinos. This work belongs to the production company Luces de Cordillera, which creates content for television, YouTube, and social media about tourism, adventure, and sports. In the initial meetings, the members of the production company told me that their goal was to gain more followers and views on YouTube. This led to my proposal to create a TikTok account, with the aim of establishing a presence on a new social network and helping them achieve their goal. I was already familiar with and interested in the content on Fanáticos XND, but as I began my professional work with the production company and began paying more attention to their posts, I believed it was material that could work on TikTok. I also thought it was a good opportunity to learn about and delve into this currently booming social network, understand its dynamics, the famous "algorithm," and also see how the production company could benefit from having an account and being active on TikTok. Fanáticos XND is dedicated to generating content about tourism, adventure, and local sports. I noticed that many accounts are creating content about destinations and travel and have a strong presence on TikTok. Therefore, I understood that there is an audience that consumes this type of content, so much of the production company's existing material could be interesting on this social network. I decided to take charge of creating and managing the account; for this, I had to adapt the long videos already published by the production company to the TikTok format, which is characterized by its short content. Therefore, my work was divided into two areas: video editing and the creation of the social media strategy and management. I started by setting goals, monitoring TikTok, and developing a strategy, then moved on to video editing, account management, and then analyzing the posts I made.