Estrategia Digital de Cuentas gastronómicas en TikTok y su impacto en jóvenes

The rise of digital platforms has transformed the connection between brands and audiences, with TikTok being highly influential in allowing content creators to reach millions of people. However, many companies in the food industry still do not fully leverage these platforms to increase visibility and conversions. This article analyzes the TikTok strategies of the accounts Foodish, Vivicus, and La Sabrosa and their impact on young people aged 18 to 25 in Santa Cruz de la Sierra, Bolivia. The methodology combines qualitative and quantitative approaches, using content analysis and focus groups to evaluate user interaction (views, likes, comments) and content characteristics (duration, discourse, visual elements), as well as the impact on brand recognition and purchase decisions. The results indicate that these accounts generate high levels of engagement and that their content influences young people’s purchase decisions, although they should improve authenticity and clarity. It concludes that TikTok is essential for positioning food brands among the young audience.