[en] Currently, social media plays a fundamental role as a source of information throughout the purchasing process. Aware of this trend, companies are seeking new forms of communication to reach users through these platforms, leading to the emergence of influencer marketing. In the fashion industry, an increasing number of companies choose to use influencer marketing as a strategy to promote their products and convey their brand values. Therefore, the aim of this project is to analyze and compare influencer marketing on Instagram and TikTok platforms. In this context, the objective is to clarify whether there is a pattern followed by fashion companies when collaborating with digital fashion content creators through the predominant platforms: Instagram and TikTok. This project provides a clear definition of influencer marketing, focusing on the influencer figure and exploring their behavior and strategies when posting on social media. Additionally, a detailed analysis of Instagram and TikTok platforms is conducted as channels for communication and advertising in the fashion industry. To achieve the established objectives, an extensive literature review was carried out, along with various analytical studies. These included an interview with a digital marketing expert and interviews with an influencer. Furthermore, a survey was designed targeting consumers from different generations. Thanks to these studies, relevant data were obtained from the three parties involved in influencer marketing: the influencer, the brand, and the consumer. The main conclusion drawn was that Instagram currently offers the best platform to carry out influencer campaigns due to content creators having developed a committed and loyal audience base.

[gl] Na actualidade, as redes sociais desempeñan un papel fundamental como fonte de información durante todo o proceso de compra. Conscientes desta tendencia, as empresas buscan novas formas de comunicación para chegar aos usuarios a través destas plataformas, dando lugar ao surgimento do marketing de influencers. No sector da moda, cada vez máis empresas optan por utilizar o marketing de influencers como estratexia para promover os seus produtos e transmitir os valores da súa marca, polo que o presente proxecto ten como obxectivo analizar e comparar o marketing de influencia nas plataformas de Instagram e TikTok. Neste contexto, búscase esclarecer se existe un patrón levado a cabo polas firmas do sector da moda á hora de colaborar cos creadores de contido dixital de moda a través das plataformas por excelencia: Instagram e TikTok. 3 Neste proxecto fornécense unha definición clara do marketing de influencia, centrando na figura do influencer e explorando o seu comportamento e estratexias á hora de publicar en redes sociais. Ademais, realízase unha análise detallada das plataformas Instagram e TikTok como canles de comunicación e publicidade no sector da moda. Para acadar os obxectivos establecidos, levouse a cabo unha exhaustiva revisión da literatura existente e realizaronse diversos estudos analíticos. Estes incluíron a realización dunha entrevista a unha experta en marketing dixital, así como una entrevista a unha influencer. Ademais, deseñouse unha enquisa dirixida a consumidores de diferentes xeracións. Grazas a estes estudos, obtivéronse datos relevantes das tres partes involucradas no marketing de influencia: o influencer, a marca e o consumidor. Obtendo como principal conclusión que, hoxe en día, Instagram ofrece a mellor plataforma para levar a cabo as campañas con influencers debido a que os creadores de contido desenvolveron unha base de audiencia comprometida e leal.