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August 17, 2025Industrial Management & Data Systems

How do features in health short-form videos impact viewer engagement: an empirical study

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Viewer engagement behaviors are significantly influenced by visual features such as content type and professionalism of titles, and auditory features like speech rate.
The study found that aspects like specially crafted covers and speaker expression also play a critical role in engagement metrics, including likes and shares.
Analysis based on 901 TikTok health short-form videos highlights effective strategies for health communication and video creation.
Understanding viewer engagement can enhance public health messaging and effectiveness in educating audiences about health topics.

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Implication

Empirical analysis reveals how visual and auditory features affect viewer engagement in health communication videos on TikTok, suggesting improvements for creators.

Cite This Study

Xiao et al. (2025) studied this question.

synapsesocial.com/papers/68a36dd90a429f7973330f44 https://doi.org/10.1108/imds-04-2024-0385

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Implication

Empirical analysis reveals how visual and auditory features affect viewer engagement in health communication videos on TikTok, suggesting improvements for creators.

How do features in health short-form videos impact viewer engagement: an empirical study

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Discussion

Implication

Cite This Study

How do features in health short-form videos impact viewer engagement: an empirical study

Key Points

Discussion

Implication

Cite This Study

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