The science of YouTube: What factors influence user engagement with online science videos?

Evaluation of the understandability, actionability and reliability of YouTube videos for brain, head, and neck cancer information

PURPOSE

Online videos accessed via YouTube are a popular method to provide health education. Videos need to be critically evaluated for educational qualities as the information could influence health outcomes. The present study aimed to evaluate the understandability, actionability and reliability of videos available on YouTube regarding brain, head, and neck cancer information.

METHODS

A scoping review was conducted with a specific search strategy and inclusion/exclusion criteria based on previous studies. For each video, video characteristics and user engagement activities were recorded. Videos were evaluated using the PEMAT-A/V and modified DISCERN criteria. Spearman's rank correlation, Kruskal-Wallis test and Mann-Whitney U test were used for analysis.

RESULTS

Out of 200 retrieved videos, 37 were included and analysed. The median length of the video was 3 min and 33 s. The majority of videos were published by health institutional and private channels (43.2%, n = 16). Health institutional channels received the highest actionability (Md = 37.5, p = 0.049), while private channels resulted in lower views/day (Md = 0.46, p = 0.001) and likes/day (Md = 0.01, p = 0.002). Animated and narrated videos acquired the highest understandability score (Md = 92.31, p < 0.001). Videos with professional transcripts reported higher actionability (Md = 62.5, p = 0.004), reliability (Md = 3.33, p = 0.028), views/day (Md = 29.31, p = 0.026), and likes/day (Md = 0.272, p = 0.023).

CONCLUSION

YouTube videos pertaining to brain and head and neck cancer have low understandability, low actionability and moderate reliability. It is beneficial to have a stronger representation of trustworthy and credible organisations for sharing essential health information via YouTube. Including animations and professional video transcripts may improve their overall quality and consumer engagement.

Social media for learning: A qualitative exploration of the factors that impact clinical learners' attitudes and intentions

BACKGROUND

Social media has created a revolution in learning and teaching. This study set out to provide a theory-informed exploration of the factors influencing medical students' perspectives of learning with social media using the theory of planned behaviour (TPB) as a framework.

METHODS

The study collected data using semi-structured interviews from seven third year medical students at an undergraduate Australian medical school, who were in their first clinical year. The data were analysed inductively and deductively using TPB.

RESULTS

Three themes emerged relating to the factors that influence medical students' attitudes and intentions regarding using social media for learning: (1) Social media aligns with the needs and preferences of the contemporary learner; (2) rise of medical professionals on social media during the COVID-19 pandemic; and (3) being an informed user of social media for learning. Participants had largely positive views and attitudes towards social media as a learning tool especially for preclinical content due to its capacity for multimodal information delivery and evolving social norms. However, this positivity was tempered by the challenges they faced in determining quality of resources, linking their learning to clinical medicine and accessing specialist content.

CONCLUSION

Social media can play a significant role in medical students' learning. However, its potential as an educational tool can be enhanced by widening access to resources, and implementing strategies that help students increase their evaluative judgement skills to make informed decisions regarding the quality of social media resources and to translate their social media-mediated learning into clinical practice.

Rage against the machine? Framing societal threat and efficacy in YouTube videos about artificial intelligence

Artificial intelligence (AI) has become a part of the mainstream public discourse beyond expert communities about its risks, benefits, and need for regulation. In particular, since 2014, the news media have intensified their coverage of this emerging technology and its potential impact on most domains of society. Although many studies have analyzed traditional media coverage of AI, analyses of social media, especially video-sharing platforms, are rare. In addition, research from a risk communication perspective remains scarce, despite the widely recognized potential threats to society from many AI applications. This study aims to detect recurring patterns of societal threat/efficacy in YouTube videos, analyze their main sources, and compare detected frames in terms of reach and response. Using a theoretical framework combining framing and risk communication, the study analyzed the societal threat/efficacy attributed to AI in easily accessible YouTube videos published in a year when public attention to AI temporarily peaked (2018). Four dominant AI frames were identified: the balanced frame, the high-efficacy frame, the high-threat frame, and the no-threat frame. The balanced and no-threat frames were the most prevalent, with predominantly positive and neutral AI narratives that neither adequately address the risks nor the necessary societal response from a normative risk communication perspective. The results revealed the specific risks and benefits of AI that are most frequently addressed. Video views and user engagement with AI videos were analyzed. Recommendations for effective AI risk communication and implications for risk governance were derived from the results.

Comparing educational and dissemination videos in a STEM YouTube channel: A six-year data analysis

Didactic videos have proven to be particularly beneficial for Science, Technology, Engineering and Mathematics (STEM) education challenges. This is due to their contribution to the reduction of the intrinsic cognitive load, as well as fostering connections among subjects to promote generative processing. This fact, together with the wide presence of STEM dissemination videos on YouTube, creates an opportunity both for teachers to focus on dissemination channels to acquire quality materials, and for content creators to develop specific videos aiming to serve as pedagogical aid. Aligned with such reasoning, this paper intends to evaluate the use and performance of a STEM YouTube channel that already publishes didactic videos categorized by intentionality into dissemination or educational. Using owners' data, the channel has been analyzed, considering a six-year extension period, from 2017 to 2022, and distinguishing between the two categories of contents. This dual intention of the channel allows to evaluate the educational use of dissemination channels, compared to their use for curiosity satisfaction. Through Mann-Whitney U and correlation analyses, the main channels' metrics have been analyzed in terms of awareness (i.e., impressions, views, or subscribers), use (view duration) and interaction (comments, shares, likes or dislikes). Significant differences have been found in the performance of educational and dissemination contents, such as in views (p < 0.001), average view duration (p = 0.044) and likes (p < 0.001). Additionally, video length optimization has been found as a determining parameter influencing video performance, being educational videos more sensitive to this metric than dissemination videos. This study has shown that a STEM YouTube channel of these characteristics can benefit from publishing videos aiming to a pedagogical purpose, increasing its use compared with other STEM dissemination channels only aiming to an entertainment purpose. Additionally, this study supports previous findings that video length optimization is a determinant characteristic for audience retention rate.

Assessment of the quality and reliability of the information on spasticity on youtube

BACKGROUND

Youtube has become an influential source of health. This study aimed to evaluate the reliability and quality of YouTube videos on spasticity.

METHODS

The keywords " spasticity, spasticity treatment, spasticity exercises" were used to search for videos. According to the search results, 180 videos were analyzed, videometric characteristics of the videos were recorded, and 2 groups were formed as health professionals and non-health professionals according to the video source. In addition, low, medium and high quality groups were formed using the global quality score (GQS). The reliability of the videos was evaluated using the modified DISCERN (mDISCERN) scale. Video popularity was assessed using the video power index (VPI).

RESULTS

After excluding videos that met the exclusion criteria, the remaining 68 videos were analyzed. The videos were uploaded by healthcare professionals (n = 47, 69.1%) and non-healthcare professionals (n = 21, 30.9%). The popularity (VPI), reliability (mDISCERN) and quality (GQS) of videos uploaded by healthcare professionals were significantly higher (p = 0.002, p = 0.001, p = 0.021, respectively). Most of the videos were of high quality according to GQS (n = 40, 58.8%). All of the high quality videos were of healthcare professionals. The number of sources from healthcare professionals was significantly higher in high quality videos than in both low (p = 0.001) and medium (p = 0.001) quality videos.

CONCLUSION

We can conclude that most of the YouTube videos on spasticity are reliable and of high quality. However, it should be kept in mind that patients may be exposed to low-quality and unreliable videos with misleading content.

Mpox (monkeypox) information on TikTok: analysis of quality and audience engagement

BACKGROUND

Online information on mpox (monkeypox) is not well studied. We have analysed the video content, information quality, and audience engagement of mpox-related videos on TikTok.

METHODS

Using a hashtag-based searching strategy, we identified 2462 mpox-related videos on TikTok from 1 January to 11 August 2022; 85 were included after exclusion criteria screening. Videos were evaluated for content on features and treatment of mpox. Video and information quality was assessed using the DISCERN instrument and the Journal of the American Medical Association (JAMA) criteria. We recorded video source, evaluation scores, and viewer engagement metrics. The Kruskal-Wallis test was used for statistical analysis and multiple linear regression for factor-association studies.

RESULTS

Of the 85 videos, two assessed all content topics and highlighted 33% of all content items in clinical guidelines. The overall average score for the videos was 39.56 of 80 on the DISCERN instrument and 1.93 of 4 on the JAMA criteria. No video met all JAMA criteria. Subgroup analysis based on author identity suggested the variance in video scores by source (p<0.05 for all). Overall scores were higher for videos produced by doctors and science communicators than for those made by institutional users, nurses, and the general public. Multiple linear regression analysis showed that having people in the video (69.20, p=0.0001) and including information on treatment choices (1.15, p=0.045) were significant, independent determinants of audience engagement.

CONCLUSION

Public-directed TikTok videos on mpox frequently provide incomplete, inaccurate information, highlighting the potential risks of using TikTok as a health information source.

Takotsubo syndrome on TikTok: An analysis of information quality and audience engagement (Preprint)

Background

The incidence of Takotsubo syndrome (TTS), also known as the broken heart syndrome or stress cardiomyopathy, is increasing worldwide. The understanding of its prognosis has been progressively evolving and currently appears to be poorer than previously thought, which has attracted the attention of researchers. An attempt to recognize the awareness of this condition among the general population drove us to analyze the dissemination of this topic on TikTok, a popular short-video–based social media platform. We found a considerable number of videos on TTS on TikTok; however, the quality of the presented information remains unknown.

Objective

The aim of this study was to analyze the quality and audience engagement of TTS-related videos on TikTok.

Methods

Videos on the TikTok platform were explored on August 2, 2021 to identify those related to TTS by using 6 Chinese keywords. A total of 2549 videos were found, of which 80 met our inclusion criteria and were evaluated for their characteristics, content, quality, and reliability. The quality and reliability were rated using the DISCERN instrument and the Journal of the American Medical Association (JAMA) criteria by 2 reviewers independently, and a score was assigned. Descriptive statistics were generated, and the Kruskal-Wallis test was used for statistical analysis. Multiple linear regression was performed to evaluate the association between audience engagement and other factors such as video content, video quality, and author types.

Results

The scores assigned to the selected video content were low with regard to the diagnosis (0.66/2) and management (0.34/2) of TTS. The evaluated videos were found to have an average score of 36.93 out of 80 on the DISCERN instrument and 1.51 out of 4 per the JAMA criteria. None of the evaluated videos met all the JAMA criteria. The quality of the relayed information varied by source (All P<.05). TTS-related videos made by health care professionals accounted for 28% (22/80) of all the evaluated videos and had the highest DISCERN scores with an average of 40.59 out of 80. Multiple linear regression analysis showed that author types that identified as health professionals (exponentiated regression coefficient 17.48, 95% CI 2.29-133.52; P=.006) and individual science communicators (exponentiated regression coefficient 13.38, 95% CI 1.83-97.88; P=.01) were significant and independent determinants of audience engagement (in terms of the number of likes). Other author types of videos, video content, and DISCERN document scores were not associated with higher likes.

Conclusions

We found that the quality of videos regarding TTS for patient education on TikTok is poor. Patients should be cautious about health-related information on TikTok. The formulation of a measure for video quality review is necessary, especially when the purpose of the published content is to educate and increase awareness on a health-related topic.

What to watch: Practical considerations and strategies for using YouTube for research

YouTube is the second-most visited webpage in the world and boasts over 2 billion users and 500 h of videos uploaded every hour. Despite this popularity, relatively few articles have discussed the practical use of searching and YouTube as a research tool and source of data. The purpose of our paper is to propose a step-by-step schematic for utilizing the YouTube platform. Our discussions include (a) when/whether to use YouTube for research; (b) selecting an appropriate research design; (c) how to search for YouTube data; (d) what data can be pulled from YouTube; and (e) the contextual limitations for interpreting YouTube data. Further, we provide practical strategies and considerations when searching, collecting, or interpreting YouTube data. These discussions are informed by our own work using the YouTube platform. Effective methods used to search for YouTube data are likely to extend beyond simply searching the platform itself; the search strategy and search results themselves should also be documented. While not exhaustive, we feel these considerations and strategies present themselves as a conceptual foothold for future research using the YouTube platform.