TikTok and the Development of Communication Competencies in University Students

Abstract

This research was conducted in a context of hyperconnectivity, where TikTok has become established as a key platform for the development of communication competencies among students in the Communication degree program. This study analyzed content consumption preferences on TikTok. It explored how students transition from recreational, entertainment-focused use to active, professional engagement driven by academic training. A descriptive research design was applied. The results indicate that 77 percent of students consume entertainment content and that 64.4 percent use TikTok as a means of relaxation. However, a progressive transition toward educational content is observed, associated with subjects such as audiovisual production, digital marketing, and pre-professional internships. In advanced academic cycles, the use of the platform is oriented toward professional positioning and the construction of a personal brand. The study concludes that TikTok fulfills a dual function as a space for leisure and as a formative tool.