SECRET TO MORE VIEWS SPONTANEITY
3 September 2018 Share

SECRET TO MORE VIEWS SPONTANEITY

   Scholars from Yaşar University’s Faculty of Communication Assoc. Prof. Ferah Onat and Lecturer Göker Gülay analyzed top 10 YouTubers to find out  how they have achieved to go viral.

   In the study conducted by Assoc. Prof. Ferah Onat and Lecturer Göker Gülay, a total number of 85 videos were analyzed on the top 10 YouTube channels that have posted at least 20 content within the last year and that have a minimum number of 100 thousand followers. Enes Batur, Orkun Işıtmak, Uras Benlioğlu, Merve Özkaynak, Danla Bilic, Meryem Can, Duygu Özaslan, Duygu Köseoğlu, Gurbetçi Aile and İlkay Zaman – YouTubers that post videos on travelling, make-up, beauty, fashion, DIY/hobbies, product reviewing, science&technology, chitchatting, and family&children – were analyzed.

It was observed that, in almost all of the videos, the popular YouTubers talk about their feelings, personal experiences, past, as well as that they shoot their videos in their own houses and gardens or in a natural setting, and that they start their videos with daily conversations by asking after their viewers, and keep eye contact throughout the videos.

HOW THEY INTERACT WITH VIEWERS

  To give information about the research, Assoc. Prof. Onat said, “In our study that focuses on digital content producers who are called YouTubers, our aim is to understand how and why they create a parasocial interaction with their audience, and to find out the characteristics of the most viewed videos, as well as the ones that have established a deep bond with viewers.”

EYE CONTACT, DAILY LANGUAGE AND REFLECTION OF FEELINGS MATTER

 To give examples of results from the study, Gülay said, “Famous YouTubers talk about their feelings at a rate of 95.3% by revealing them verbally and non-verbally or in both ways. Our findings show that, in 96.5% of the videos, YouTubers keep direct eye contact with their viewers. In 92.9% of the videos, they start with daily conversations by asking after their viewers. The study concludes that expressing feelings, keeping eye contact and daily language use are observed to account for the highest percentages in the videos, which allows YouTubers to better communicate with their audience as if they were talking  face to face, and that these behaviors are the most important in attracting more fans.”

NATURAL AND DAILY SETTINGS FOR VIDEO SHOOTING

 “83.5% of the videos are shot in YouTubers’ own houses and gardens or in a setting close to where they are living. There is, however, another factor that boosts level of interaction in the videos, which is to evoke a feeling that the viewers’ opinions and suggestions are taken seriously. In conclusion, popular YouTubers are using parasocial interaction elements quite effectively by making the most of what one-to-one communication requires to communicate with them and to make them feel comfortable while also making use of pieces of music that they enjoy. All of these factors have constructive influence on numbers of view and of comment that such videos accomplish,” said Gülay.

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