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YouTube marketing: how marketers' video optimization practices influence video views
PurposeYouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.Design/methodology/approachThe study employed a data set of videos (N = 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.FindingsThe study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U-shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.Originality/valueThis study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post-view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.
Journal Article
YouTube channels for dummies
\"Written by a successful YouTube channel producer, YouTube Channels For Dummies shows you how to create content, establish a channel, build an audience, and successfully monetize video content online. Beginning with the basics, it shows you how to establish a channel, join a partner program, and develop a content plan. Next, you'll gain insight into how to create content that builds a channel, enhance the viral nature of a video, encourage subscriptions, and earn repeat views. If that weren't enough, you'll go on even further to learn how to get the word out about your channel and discover ways to enhance your potential profits. That's a lot of info--but it's easily digestible and simple to put into practice when it's provided in the accessible and trusted For Dummies format\" -- from publisher's web site.
Book
Philippine Digital Cultures
Social media platforms have been pivotal in redefining the conduct of contemporary society. Amid the proliferation of a range of new and ubiquitous online platforms, YouTube, a video-based platform, remains a key driver in the democratisation of creative, playful, vernacular, intimate, as well as political expressions. As a critical node of contemporary communication and digital cultures, its steady uptake and appropriation in a social media-savvy nation such as the Philippines requires a critical examination of its role in the continued reconstruction of identities, communities, and broader social institutions. This book closely analyses the diverse content and practices of amateur Filipino YouTubers, exposing and problematising the dynamics of brokering the contested aspirational logics of beauty and selfhood, interracial relationships, world-class labour, and progressive governance in a digital sphere. Ultimately, Philippine Digital Cultures: Brokerage Dynamics on YouTube offers a fresh, compelling, and nuanced account of YouTube as an important site for the mediation of culture, economy, and politics in Philippine postcolonial modernity amid rapid economic globalisation and digitalisation.
eBook
Youtube as a Media For Strengthining Character Education in Early Childhood
This study aims to analyze YouTube as a medium for strengthening character education in early childhood in the Azzainiyah Karanganyar Play Group Paiton Probolinggo. The analytical method used in discussing problems uses qualitative methods. With the results of the study show that YouTube as a medium for strengthening character education in Early Childhood plays an important role in children. With media they are easier to learn so that it gives a very big influence.
Journal Article
Lifehacks for kids
Presents unique craft projects that have been seen on the Life hacks for kids YouTube show, including feather earrings, melted crayon art, a headband holder, and indoor s'mores, and includes questions answered by Sunny.
Book
The COVID-19 social media infodemic
We address the diffusion of information about the COVID-19 with a massive data analysis on Twitter, Instagram, YouTube, Reddit and Gab. We analyze engagement and interest in the COVID-19 topic and provide a differential assessment on the evolution of the discourse on a global scale for each platform and their users. We fit information spreading with epidemic models characterizing the basic reproduction number
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for each social media platform. Moreover, we identify information spreading from questionable sources, finding different volumes of misinformation in each platform. However, information from both reliable and questionable sources do not present different spreading patterns. Finally, we provide platform-dependent numerical estimates of rumors’ amplification.
Journal Article
Is YouTube a reliable source of health-related information? A systematic review
Background
YouTube is a valuable source of health-related educational material which can have a profound impact on people’s behaviors and decisions. However, YouTube contains a wide variety of unverified content that may promote unhealthy behaviors and activities. We aim in this systematic review to provide insight into the published literature concerning the quality of health information and educational videos found on YouTube.
Methods
We searched Google Scholar, Medline (through PubMed), EMBASE, Scopus, Direct Science, Web of Science, and ProQuest databases to find all papers on the analysis of medical and health-related content published in English up to August 2020. Based on eligibility criteria, 202 papers were included in our study. We reviewed every article and extracted relevant data such as the number of videos and assessors, the number and type of quality categories, and the recommendations made by the authors. The extracted data from the papers were aggregated using different methods to compile the results.
Results
The total number of videos assessed in the selected articles is 22,300 (median = 94, interquartile range = 50.5–133). The videos were evaluated by one or multiple assessors (median = 2, interquartile range = 1–3). The video quality was assessed by scoring, categorization, or based on creators’ bias. Researchers commonly employed scoring systems that are either standardized (e.g., GQS, DISCERN, and JAMA) or based upon the guidelines and recommendations of professional associations. Results from the aggregation of scoring or categorization data indicate that health-related content on YouTube is of average to below-average quality. The compiled results from bias-based classification show that only 32% of the videos appear neutral toward the health content. Furthermore, the majority of the studies confirmed either negative or no correlation between the quality and popularity of the assessed videos.
Conclusions
YouTube is not a reliable source of medical and health-related information. YouTube’s popularity-driven metrics such as the number of views and likes should not be considered quality indicators. YouTube should improve its ranking and recommender system to promote higher-quality content. One way is to consider expert reviews of medical and health-related videos and to include their assessment data in the ranking algorithm.
Journal Article