Portal de Periódicos da CAPES

La estrategia de contenidos en YouTube de los principales anunciantes españoles

2021; Volume: 25; Issue: 25 Linguagem: Inglês

10.7263/adresic-025-03

2340-3144

Araceli Castelló‐Martínez, Cecilia Barrilero-Carpio,

Communication and COVID-19 Impact

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 Spanish companies is branded content, especially information/education, followed by short spot and corporate videos. Limitations / Implications: The limitations of the study lie in the diversity of sectors of the brands analyzed, a circumstance that influences the results, and the wide variability in terms of the publication of content on YouTube by the brands. Originality / Contribution: The value of the study lies in the sample size. The results show that the content strategy of these brands needs greater definition, being in a state of intermediate development, with few publications, irregular publication periodicity and little adaptation of content to the particularities of the channel, which detracts from creativity to publications.