Understanding the Effects of Visual Cueing on Social Media Engagement With YouTube Educational Videos

Abstract

<roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Background</b>:</roman> Social media like YouTube have transformative effects on technical communication. Technical communication scholars have attended to the increasing use of social media personally, pedagogically, and professionally. Our stream of research focuses on YouTube videos for educational purposes within the various research avenues. <roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Literature review</b>:</roman> YouTube has become a viable platform for learning. YouTube educational videos have been studied from many different perspectives, yet research on engagement with YouTube educational videos is scarce, despite the importance of engagement in both learning and social media. Following extant research on YouTube educational video features, we probe the effects of visual cueing on social media engagement. <roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Research question</b>:</roman> How does visual cueing (anchors and intrinsic visual features) affect social media engagement with YouTube educational videos? <roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Methodology</b>:</roman> We sampled 196 YouTube educational videos on 28 physics and astronomy topics, and extracted visual cueing from the videos and social media engagement information from YouTube. Multiple linear regression analyses were conducted. <roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Results</b>:</roman> Our analyses show that intrinsic visual features (color contrast and visual complexity) are significantly related to social media engagement (involvement, intimacy, and interaction), while anchors (math equations and models) are not. <roman xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><b>Conclusion</b>:</roman> Our study supports the empirical knowledge on social media engagement with YouTube educational videos and expands on the technical communication research for YouTube educational videos. In addition, this research contributes to the literature on engagement by extending its relevance to the social media learning environment. Finally, our study provides content creators with new video design insights that can be used to enhance social media engagement with YouTube educational videos.