TikTok y la prensa española

Objective: to study the work that the Spanish press is carrying out on the social network for the exchange of audiovisual content, TikTok. Design/Methodology: The research has been approached using a mixed approach. In the first phase, an empirical analysis of the data extracted from the TikTok accounts was carried out, quantifying the number of publications, views and interactions of the audience. In a second phase, a qualitative technique was applied, which was a semi-structured interview with the managers of these media to gather their feedback on the work carried out and their opinion on the future of this social network. The sample is made up of eight Spanish newspapers: four traditional newspapers (El País, La Vanguardia, ABC and El Mundo) and four native digital newspapers (20 Minutos, El Español, elDiario.es and El Huffpost). The timeframe for data collection was from October 2021 to September 2022 (12 months). Results: Although the situation is changing, TikTok is currently not a preferred platform for the Spanish press. Its presence is mainly due to a strategy of increasing brand value, as well as increasing its influence on other generations further away from its control. Limitations/implications: It is a platform that is changing month by month. It should continue to be monitored and studied on an ongoing basis because the adult audience is entering this social network to get information. Originality/Contribution: The study of the positioning of the media on TikTok continues to be a pioneering topic because there are not too many works to date that are studying this subject, as well as its influence on its audience.