Abstract
This study explores the connection between YouTube channel content and average view duration (AVD) in higher education marketing by examining the top five videos from the UhamkaTV YouTube channel in 2022. A quantitative analysis of AVD data with qualitative content analysis of the selected videos is employed to investigate the relationship between content characteristics and AVD. The findings from this research aim to contribute to the existing body of knowledge on the effectiveness of YouTube as a marketing channel for higher education institutions. By identifying the specific content characteristics that lead to higher AVD, this study offers valuable insights for higher education institutions seeking to optimize their YouTube marketing strategies and maximize viewer engagement. Ultimately, this research has the potential to inform the development of more effective marketing approaches, leading to increased brand awareness, student engagement, and enrolment rates in higher education institutions.
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