Abstract

Short videos have become one of the leading media used by younger generations to express themselves online and thus a driving force in shaping online culture. In this context, TikTok has emerged as a platform where viral videos are often posted first. In this paper, we study what elements of short videos posted on TikTok contribute to their virality. We apply a mixed-method approach to develop a codebook and identify important virality features. We do so vis-à-vis three research hypotheses; namely, that: 1) the video content, 2) TikTok’s recommendation algorithm, and 3) the popularity of the video creator contributes to virality.

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