Counterattacking long videos: exploring the characteristics of popular instant videos and roles of producers and viewers

Abstract

Purpose

Recently, analyses of the characteristics of viral content in the social media field have attracted considerable attention. However, the influence of instant videos has grown significantly, and most social media platforms have begun to introduce them.

Design/methodology/approach

The authors conducted a series of independent-samples t-tests using a large-scale data set collected from the YouTube Shorts platform to identify the characteristics of popular instant videos and discussions surrounding them. The authors further analyzed how they differ from other viral content.

Findings

The results indicate that viewers leave varied variety of comments based on the topic of conversation in the community, rather than on the video itself. Furthermore, video producers and viewers attempt to reach a consensus in a straightforward and intuitive manner. All analyzed texts contained appropriate attitudes and tendencies according to their roles on the platform.

Originality/value

This study aimed to discover and understand the video and conversational characteristics of popular instant videos, which differ from the existing widely known viral content.

Citation

Chi, Y. and Park, E. (2023), "Counterattacking long videos: exploring the characteristics of popular instant videos and roles of producers and viewers", Library Hi Tech, Vol. 41 No. 3, pp. 694-710. https://doi.org/10.1108/LHT-05-2022-0230