Posicionamiento de la marca personal JL Creativo en medios sociales

Abstract

Abstract: This research analyzes the positioning of the personal brand "JL Creativo" on Instagram, Facebook, and TikTok, with the objective of designing a strategic digital marketing plan to enhance engagement. Methodologically, a mixed approach was applied, integrating follower surveys and a technical audit of digital channels. The results revealed an operational dissonance: there is high loyalty and appreciation for the brand's professional authority, but interaction is predominantly passive due to the absence of effective calls to action and the lack of native content adaptation on each platform. Furthermore, an unmet demand for humanization and cultural identity in the visual narrative was identified. It is concluded that while the brand possesses a solid cognitive positioning as a design reference, it lacks the emotional connection necessary to trigger digital word-of-mouth. In response, the strategic proposal outlines an "edu-entertainment" model fusing local culture with technical tutorials, optimizing profiles to close the gap between viewing and active interaction.