Analysis of the Digital Campaign of Daniel Noboa and Luisa González in the Second Round of the 2023 Presidential Elections

This research analyzes the communication strategies on TikTok of the candidates for the presidency of Ecuador, Daniel Noboa and Luisa González, during the second round of elections in 2023. The research question focused on how these strategies influenced audience visibility and engagement. The methodology used was mixed, combining qualitative and quantitative analysis. Data from TikTok posts of both candidates were collected and analyzed, evaluating metrics such as plays, comments, likes, shares and saves. The results revealed that Daniel Noboa obtained immediate visibility, reflected in high numbers of reproductions and "likes", while Luisa González stood out in the number of shared and saved posts, suggesting a content perceived as more valuable or relevant. These findings suggest the importance of adapting campaign strategies to the characteristics of each digital platform. On TikTok, it is crucial to create content that quickly captures attention and motivates meaningful interaction. Successful campaigns must balance initial visibility with lasting engagement to maximize their effectiveness in the digital environment.