Emprendimiento: a 2 ruedas

Abstract

The project “A 2 ruedas” examines the transformation of sports journalism within the digital environment, emphasizing the role of social media in the production and consumption of cycling-related content. From a historical and cultural perspective, cycling in Colombia is presented as a social phenomenon that goes beyond competition and connects with audience identity. The study proposes the creation of a digital entrepreneurship initiative focused on narrative and emotionally driven content aimed at informing and inspiring audiences. Through benchmarking and metric analysis on platforms such as TikTok, YouTube, and Instagram, consumption patterns are identified, highlighting a preference for stories related to well known figures, current events, and emotionally engaging narratives. The study concludes that there is a clear opportunity to position innovative proposals within the digital cycling ecosystem, provided that editorial consistency, audiovisual quality, and adaptability are maintained. It also highlights the importance of strategic partnerships for the sustainability of the project.