Análisis de contenidos audiovisuales y seguidores de Facebook de institutos tecnológicos ecuatorianos

The objective of the study was to verify if the publication of videos affects the number of followers of the Facebook pages of Ecuadorian technical and technological institutes. A search was made in this social network of the 292 accredited institutions, managing to determine that 158 of them have a fanpage. The institutes were categorized into two groups, those that made audiovisual publications in the first half of 2019 and those that did not. After observation and application of statistical tests, it was found that 50.63% of the institutes use audiovisual media in their publications. These institutes have more followers and better use of resources. The importance of incorporating professionals in visual communication for image management in digital media of higher education institutions is reiterated. The knowledge in narrative and audiovisual aesthetics are fundamental for the achievement of desired metrics on Facebook.