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.
No takes yet. Share an insight, caveat, or question.
Ling et al. (2022) studied this question.
Synapse has enriched 4 closely related papers on similar clinical questions. Consider them for comparative context: