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Universidad De Alicante Facultad De Ciencias Económicas Y Empresariales UNIVERSIDAD DE ALICANTE FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES GRADO EN PUBLICIDAD Y RELACIONES PÚBLICAS CURSO ACADÉMICO 2019 - 2020 EL FUTURO CRECIMIENTO DE LAS REDES SOCIALES: INSTAGRAM, FACEBOOK Y TIKTOK LAURA PALAO PEDRÓS VICENTA BAEZA DEVESA DEPARTAMENTO DE COMUNICACIÓN Y PSICOLOGÍA SOCIAL Alicante, mayo de 2020 RESUMEN En un entorno cambiante como la publicidad es vital adelantarse a los nuevos escenarios. Cada vez son más las empresas que invierten en marketing digital y en redes sociales. El objetivo del presente trabajo es hacer una previsión sobre el futuro crecimiento de las redes sociales Instagram, Facebook y TikTok, centrándose en esta última. La finalidad es analizar el rápido crecimiento de TikTok, averiguar qué factores han propiciado dicho crecimiento y cómo va a afectar al resto de plataformas. Para ello realiza un análisis DAFO con el fin de conocer los puntos fuertes y débiles de cada aplicación y un estudio sobre los testimonios de usuarios y expertos en TikTok. De este modo se demuestra la repercusión que va a tener esta aplicación en el sector publicitario ya que va a ser la preferida por las marcas en el futuro. Palabras clave: redes sociales, Instagram, Facebook, TikTok, publicidad. 2 ÍNDICE Resumen …………………….………………….………………………………….....……….2 1. Introducción ………………………………………………………...…………..…………..6 2. Estado de la cuestión y/o marco teórico ………………………………………….…….…..7 2.1. ¿Qué son las redes sociales? …………………………………………………………...7 2.2. Historia y características de las redes sociales más recientes ………………………..10 2.2.1 Youtube ……………………………………………………..…………………..10 2.2.2 Twitter …………………………………………………….…………………….11 2.2.3 Whatsapp ………………………………………………...……………………...11 2.2.4 Instagram …………………………………………...…………………………...12 2.2.5 TikTok ………………………………………….……………………………….14 2.3 Evolución de los usuarios en las redes sociales del año 2018 al 2019 …………….….15 2.3.1 Los usuarios en 2018 …………………………………..……………….……….15 2.3.2 Los usuarios en 2019 ………………………………………………………..…..15 2.4 Motivaciones de uso y frecuencia de la actividad en Instagram, Facebook y TikTok ………………………………………………………………………………...16 2.4.1 Motivaciones de uso y frecuencia de la actividad en Instagram ………...……..16 2.4.2 Motivaciones de uso y frecuencia de la actividad en Facebook ………………..19 2.4.3 Motivaciones de uso y frecuencia de la actividad en TikTok ………...…..……21 2.5 Publicidad en las redes sociales: Instagram, Facebook y Tiktok ………...……..…….22 2.5.1 Publicidad en Instagram ………………….……………………………………..23 2.5.2 Publicidad en Facebook …………………..……………………………………..28 2.5.3 Publicidad en TikTok …………………...………………………………………33 3. Objetivos e hipótesis ……………………..……………………………………………….38 4. Metodología ………………………..……………………………………………………...39 5. Desarrollo ……………………………………………………………….………………...41 5.1 Revisión de la literatura sobre el tema del trabajo …………………………………....41 5.2 Análisis DAFO de Instagram, Facebook y TikTok …………...…..………………….42 3 5.2.1 Instagram …………………………...………………………………………..….42 5.2.2 Facebook ……………………...…...……………………………………………44 5.2.3 TikTok …………………………………………….…………………………….46 5.3 Análisis sobre los testimonios de usuarios y expertos en TikTok ………………..…...48 5.3.1 Entrevista 1 ……………………………………………………………………...48 5.3.2 Entrevista 2 ……………………………………………………………………...49 5.3.3 Entrevista 3 ……………………………………………………………………...49 5.4 Investigación sobre el crecimiento de TikTok ……………………..………...……….50 6. Resultados ………………………..……………………………………………………….52 7. Conclusiones …………………………..………………………………………………….54 8. Referencias bibliográficas ……………………………...………………………………....58 ÍNDICE DE FIGURAS Figura 1. Cronología de las redes sociales …………………...…………………….………....9 Figura 2. Gráfico de descargas de TikTok desde 2016 ……………………………....……...50 Figura 3. Gráfico de ingresos de TikTok desde 2018 ………………………...……………..52 ÍNDICE DE TABLAS Tabla 1. Crecimiento de las redes sociales 2015-2019 ……….……………………………..16 Tabla 2. Análisis DAFO ..…………………………………………...……………………….40 Tabla 3. Análisis DAFO de Instagram ………………………………….…………………...42 Tabla 4. Análisis DAFO de Facebook …………………………………….………………....44 Tabla 5. Análisis DAFO de TikTok ……………………………......……………………......46 Tabla 6. Aplicaciones más descargadas en iOS y Google Play ………………………...…...51 4 ÍNDICE DE IMÁGENES Imagen 1. Anuncios en Stories de Instagram ……………………...……..………………….23 Imagen 2. Anuncios con foto de Instagram …………………………………..……..……… 24 Imagen 3. Anuncios con vídeo de Instagram …………………………………………...…...25 Imagen 4. Anuncios por secuencia de Instagram ……………………………..………….….25 Imagen 5. Anuncios de colección de Instagram ……………………………...….…….…….26 Imagen 6. Publicación de @cristiano en Instagram …………………………………….…...27 Imagen 7. Anuncios con foto de Facebook ……………..………………………..………… 28 Imagen 8. Anuncios con vídeo de Facebook ...………………………………...…………… 28 Imagen 9. Anuncios en historias de Facebook ...…………………………………………… 29 Imagen 10. Anuncios en secuencia de Facebook ……………………………………………29 Imagen 11. Anuncios de colección de Facebook ……………………………...…………….30 Imagen 12. Anuncios en Messenger de Facebook …………………………….…………….31 Imagen 13. Anuncios con presentación de Facebook ………………….……...…………….31 Imagen 14. Anuncios con demostración interactiva ………………...……………………....32 Imagen 15. Páginas de Facebook …………………………..………………………………..33 Imagen 16. Anuncios “Bran Takeover” de TikTok ……………………………….………...34 Imagen 17. Anuncios con “Hashtag Challenge” de TikTok …………………......………….35 Imagen 18. Anuncios con “Branded Lenses” de TikTok …………………...………..……...36 Imagen 19. Perfil de @realmadrid en TikTok ……………....……..……………………..….37 5 INTRODUCCIÓN Por primera vez en 2019 la publicidad digital ha superado a la televisión, con un crecimiento del 8,8% respecto al año anterior. Además dentro de la inversión digital lo que más ha crecido son las redes sociales con un 16,3% (Infoadex, 2020). Esto es una muestra de cómo está evolucionando el sector publicitario que deja atrás los medios tradicionales. Con la llegada de las redes sociales ha cambiado la forma en la que se comunican las personas y en consecuencia, la comunicación de las marcas. El gran crecimiento que está experimentando este medio se debe a su efectividad, ya que permite interactuar con el público y empatizar con él. Cada vez son más las marcas que se anuncian en estas plataformas, siendo Instagram la favorita. Pero el entorno del sector publicitario se encuentra en constante cambio y evolución. Lo que hoy es tendencia puede que mañana ya no lo sea y las marcas deben estar atentas a ello. Actualmente Instagram y Facebook son las redes sociales más populares en España, pero dicha popularidad puede verse afectada por la aparición de otras nuevas. Por ese motivo, el objetivo de esta investigación será analizar el crecimiento de las tres redes sociales con mejores cualidades para invertir en marketing digital: Instagram, Facebook y TikTok. La intención del trabajo será averiguar en qué posición se encontrarán dichas redes en el futuro y en concreto, cómo afectará la aparición de TikTok a cada una de ellas. Para lograr el objetivo principal se realizará un estudio cuantitativo y cualitativo en el cual se analizará en profundidad las tres aplicaciones Instagram, Facebook y TikTok. El propósito es averiguar los puntos fuertes y los puntos débiles de cada plataforma los cuales serán determinantes en su éxito o fracaso. Por otro lado, también se pretende conocer cuáles serán las nuevas tendencias en redes sociales para el futuro. Esta investigación será de utilidad para todas las marcas y empresas que inviertan o deseen invertir en dichas redes. Resulta necesario conocer en profundidad a cada una de ellas y saber cuál será la más exitosa en las próximas campañas publicitarias. 6 2. ESTADO DE LA CUESTIÓN Y/O MARCO TEÓRICO 2.1 Qué son las redes sociales? Desde sus inicios el término red social siempre ha sido definido como “un grupo de personas o entidades conectadas entre sí por algún tipo de relación o interés común” (Mejía, 2018). Actualmente, la RAE define red social como “plataforma digital de comunicación global que pone en contacto a un gran número de usuarios”. El significado de este término se ha digitalizado y no es para menos. Según datos del informe Digital 2020 de We are Social y Hootsuite, el 49% de la población mundial utiliza una o más redes sociales. Pero, ¿Cómo y cuándo surgieron las redes sociales? Rodriguez (2017) publicó en un artículo de Hootsuite que la primera red creada fue Arpanet (Advanced Research Projects Agency Network). Esta plataforma permitía el intercambio de información entre instituciones educativas en América. Más tarde, surgió el primer email enviado en 1971 y el Proyecto Gutenberg en 1978 que consistía en una biblioteca online gratis. No fue hasta 1991 cuando la red de internet se hizo pública www (World Wide Web). Y pocos años después, en 1997 se creó la primera red social llamada SixDegrees, que sigue todavía en funcionamiento. Cabe decir que las primeras redes sociales tuvieron varios inconvenientes. Al ser desconocidas por la gran mayoría de la población, los primeros usuarios apenas tenían interacciones. Disponían de pocos amigos en la plataforma y eran desconfiados para conocer a gente nueva. La situación cambió con la llegada de MiGente, AsianAvenue y Match.com. Estas redes consiguieron que los usuarios crearan vínculos tanto profesionales como sociales. También surgieron los primeros lugares para encontrar pareja online, lo que conocemos ahora como “apps de ligue”. En 2002 apareció Friendsternn, una red de citas similar a Match.com. La novedad de este medio social era su algoritmo que permitía a personas cercanas a relacionarse en base a los
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