Youtubers y estrategias de gestión de comunidades

Tur‐Viñes, Victoria; González‐Río, María José

doi:10.4185/rlcs-2019-1384

Cited by 4 publications

(3 citation statements)

References 11 publications

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“…On the other hand, in the area of interaction, edutubers macro-influencers have little interaction with their followers, since they do not use the communicative tools offered to generate a communicative exchange with the people who view their productions, in some cases even disabling comments on the channel, thus cutting off the communication process. This situation largely blocks the possible feed-feed that can be generated among potential interactors, clearly contrasting with the main intention of social networks which is to favor the exchange between users who coexist in the various platforms (Tur-Viñes & González-Río, 2019). In this sense, nano-influencers have shown themselves to be more open to exchange with their followers, by offering greater interaction in the comments of their productions.…”

Section: Discussionmentioning

confidence: 97%

Nano-Influencers Edutubers: Perspective of Centennial Generation Families in Spain

Quintana

León

Acedo

et al. 2022

MaC

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In recent decades, the incipient technological development has generated a radical change in the way people access and transmit knowledge. Educational institutions must have a teaching staff adapted to new forms of consuming information. The purpose of this research is to know the media competence of Spanish teachers, from the perspective of families of schoolchildren in primary education. This analysis is based on the investigation published by 50 renowned international experts in media competence, which revolves around six major dimensions. In our analysis, we focused on the processes of interaction, production, and dissemination of content by teachers on YouTube. A questionnaire has been devised with a sample formed by 1228 families, a personal interview with a sample formed by 20 families, and a comparative analysis of the productions and interaction of amateur teachers on YouTube platform and of recognized “edutubers,” as well as the use given to the dissemination of content on social networks. In the results obtained, the profile of a teaching staff that is increasingly disseminating and producing on social networks stands out, becoming content creators through their own YouTube channels, which also proposes tools for an interaction adapted to the centennial generation, using different digital communication tools. Differences were found comparing the three dimensions involved in this analysis, with teachers obtaining more positive evaluations as producers and as interactors in private schools than in subsidized and public schools. Likewise, differences were found between nano-influencers and macro-influencers in the use of aesthetic elements that make up the videos analyzed among the “edutubers.”

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Section: Discussionmentioning

confidence: 97%

Nano-Influencers Edutubers: Perspective of Centennial Generation Families in Spain

Quintana

León

Acedo

et al. 2022

MaC

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“…Child YouTubers create and broadcast videos aimed at a child audience (Aran-Ramspott, Fedele & Tarragó, 2018). Notable in this field of research are the studies by León (2018) on the creation process of child YouTuber videos and by Tur-Viñes, Núñez-Gómez & González-Río (2018) and Tur-Viñes & González-Río (2019) on the advertising strategies they employ. Child YouTuber channels are notable for their high level of professionalism, the creation of videos with elaborate post-production techniques and the tonality of the commercial is extremely natural (Aznar et al, 2019;López-Villafranca & Olmedo-Salar, 2019.…”

Section: Food Advertising Targeting a Child Audiencementioning

confidence: 99%

Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

Tur‐Viñes

Castelló-Martínez

2021

Communication & Society

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The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.

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“…El YouTuber es un influencer con la capacidad de crear opinión, de ahí su atractivo para las marcas. Gracias a su experticia en un determinado tema, genera una numerosa audiencia a la que busca entretener, con contenidos en los que se integran aquellas marcas que pretenden comunicar de forma más eficaz y empática (Tur-Viñez y González-Río, 2019, p. 1293. La comunidad de seguidores que forja en torno a sus vídeos es la clave de su éxito, si bien es crucial mantener la balanza equilibrada entre los contenidos especializados y los que tienen un interés comercial (Ramos-Serrano y Herrero-Diz, 2016, p. 115).…”

Section: La Institucionalización De Youtubeunclassified

La estrategia de contenidos en YouTube de los principales anunciantes españoles

Castelló-Martínez¹,

Barrilero-Carpio²

2021

ADR

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YouTube se ha convertido en uno de los espacios más rentables a la hora de realizar inversión publicitaria y captar a públicos cada vez más jóvenes, de gran interés para las marcas. Los objetivos de la investigación son estudiar el uso que los anunciantes españoles realizan de su canal en YouTube e identificar rasgos comunes en los contenidos que publican en esta plataforma.Diseño/metodología/enfoque: Se realiza un estudio descriptivo, utilizando como herramienta metodológica el análisis cuali-cuantitativo de contenido y del discurso. La muestra está formada por los 1.029 vídeos publicados en YouTube en 2019 por las diez marcas españolas más importantes según volumen de inversión en 2019, de acuerdo con InfoAdex (2020). A partir de nueve preguntas de investigación, se analizan variables relativas a cuatro dimensiones: presencia, audiencia, interacción y discurso.Resultados: Nueve de las diez compañías tienen canal en YouTube. Aunque los canales de El Corte Inglés, Orange y Telefónica son los que realizan más publicaciones, el de L´Oréal es el que obtiene más interacciones. El tipo de contenido de marca en YouTube más habitual entre los principales anunciantes españoles es el branded content, especialmente de información/educación, seguido del spot corto y de los vídeos corporativos.Limitaciones/implicaciones: Las limitaciones del estudio radican en la diversidad de sectores de las marcas analizadas, circunstancia que influye en los resultados, y en la amplia variabilidad en lo que a la publicación de contenidos en YouTube por parte de las marcas se refiere.Originalidad/contribución: El valor del estudio radica en el tamaño muestral. Los resultados demuestran que la estrategia de contenidos de estas marcas necesita de una mayor definición, al encontrarse en estado de desarrollo intermedio, con publicaciones escasas, periodicidad de publicación irregular y poca adaptación de contenidos a las particularidades del canal, lo cual resta creatividad a las publicaciones.Purpose: YouTube has become one of the most profitable spaces when it comes to making advertising investments and attracting increasingly young audiences, of great interest to brands. The objectives of the research are to study the use that Spanish advertisers make of their channel on YouTube and identify common features in the content they publish on this platform.Desing / Methodology / Approach: A descriptive study is carried out, using as a methodological tool the qualitative analysis of content. The sample consists of the 1,029 videos posted on YouTube in 2019 by the top ten Spanish advertisers by investment volume in 2019, according to InfoAdex (2020). From nine research questions, variables relating to four dimensions are analyzed: presence, audience, interaction and discourse.Results: Nine of the ten brands have a YouTube channel. Although the channels of El Corte Inglés, Orange and Telefónica are the ones that make the most publications, L'Oréal's is the one that gets the most interactions. The most common YouTube content format among major Spanis...

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Youtubers y estrategias de gestión de comunidades

Cited by 4 publications

References 11 publications

Nano-Influencers Edutubers: Perspective of Centennial Generation Families in Spain

Nano-Influencers Edutubers: Perspective of Centennial Generation Families in Spain

Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

La estrategia de contenidos en YouTube de los principales anunciantes españoles

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