Visibilidad de marca en redes sociales: estrategias, métricas y tendencias en el marketing digital contemporáneo
Brand visibility in social media: strategies, metrics and trends in contemporary digital marketing
DOI:
https://doi.org/10.56712/latam.v7i1.5302Palabras clave:
visibilidad de marca, redes sociales, marketing digital, influencer marketing, métricas digitales, engagementResumen
La visibilidad de marca en redes sociales se ha consolidado como un elemento estratégico fundamental para el posicionamiento empresarial en el ecosistema digital contemporáneo. Este artículo de revisión examina las estrategias, métricas y tendencias actuales de la visibilidad de marca con énfasis en plataformas de redes sociales, mediante el análisis sistemático de literatura científica de los últimos cinco años (2020-2025). Se examinaron los aspectos fundamentales de la visibilidad digital, abarcando alcance, interacción, reconocimiento y memoria de marca, además de su influencia en el comportamiento del consumidor. Los hallazgos revelan una transición hacia estrategias integradas que combinan marketing de contenidos, colaboraciones con influencers, inteligencia artificial y optimización algorítmica. Entre las métricas digitales más relevantes se destacan impresiones, menciones de marca, participación en conversaciones y tasas de interacción, consolidándose como herramientas esenciales para una medición precisa. Las tendencias observadas incluyen la prevalencia del contenido en video de corta duración, la autenticidad como factor diferenciador, el crecimiento de los micro y nano-influencers, y la personalización a gran escala mediante el análisis de datos en redes sociales. Se concluye que lograr una visibilidad efectiva en redes sociales requiere estrategias holísticas, basadas en datos y enfocadas en establecer conexiones genuinas con las audiencias, siendo elemento clave para mantener la competitividad en el entorno digital contemporáneo.
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Derechos de autor 2026 Vanessa Janirey Mendoza Lopez, Heyner Yuliano Marquez Yauri, Sandra Lizzette León Luyo, Catalina Alcira Ramos Laiza
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
