The science of YouTube: What factors influence user engagement with online science videos?
Where this comes from
- Record sourced from PubMed, PMID 35613095.
- Also identified by DOI 10.1371/journal.pone.0267697 and PMC identifier 9132274.
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Abstract
As the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video characteristics and social endorsement cues provided by audience members might influence user engagement with online science videos. Shorter videos are more likely to be viewed. Social endorsement cues significantly relate to variations in user engagement, with likes having a consistent positive association with all types of engagement. Implications for science communication through YouTube are discussed.
Medical subject headings
- Social Media