Audience engagement in practice tests and instructional videos on YouTube
DOI:
https://doi.org/10.21831/jitp.v12i1.77488Keywords:
Audience engagement, Instructional videos, Practice test videos, YouTubeAbstract
As a digital video-sharing platform, YouTube has vast resources for sharing educational content. It is an accessible, open educational resource to assist the audience in gaining information and knowledge for educational needs. The research explored audience engagement and viewing patterns between two types of educational videos- instructional videos and practice test videos on a single Indonesian educational YouTube channel. It employed a quantitative descriptive approach to identify audience engagement and viewing patterns for both categories of videos. The data is collected through YouTube analytics with a population of 218 educational videos. The sample used is 139 videos chosen from the two video categories using proportional random sampling, ensuring each category is represented. The finding reveals that instructional videos have high numbers in view and shares metrics, while practice test videos topped in likes, watching duration, and average view duration metrics. This research provides insight to teachers, educational content creators, and those involved in the educational field, optimizing content strategy for digital learning resources in video formats. Further research can explore audiences' motivations for watching educational content and other metrics related to watching long or short videos that can affect audience engagement, which can provide broader insights regarding learning preferences in online video platforms.References
Adnan, M., Habib, A., Ashraf, J., Mussadiq, S., Raza, A. A., Abid, M., Bashir, M., & Khan, S. U. (2021). Predicting at-risk students at different percentages of course length for early intervention using machine learning models. IEEE Access, 9, 7519–7539. https://doi.org/10.1109/ACCESS.2021.3049446
Aldous, K. K., An, J., & Jansen, B. J. (2019). View, like, comment, post: Analyzing user engagement by topic at 4 levels across 5 social media platforms for 53 news organizations. Proceedings of the Thirteenth International AAAI Conference on Web and Social Media 13(01), 47–57. https://doi.org/10.1609/icwsm.v13i01.3208
Beheshti, M., Taspolat, A., Kaya, O. S., & Sapanca, H. S. (2018). Characteristics of instructional videos. World Journal on Educational Technology: Current Issues, 10(2), 79–87. https://doi.org/10.18844/wjet.v10i2.3418
Chalkias, I., Tzafilkou, K., Karapiperis, D., & Tjortjis, C. (2023). Learning analytics on YouTube educational videos: Exploring sentiment analysis methods and topic clustering. Electronics, 12(39), 1–13. https://doi.org/10.3390/electronics12183949
Cihangir, H. H., & í‡oklar, A. N. (2021). Using YouTube as an education environment: Examining follower view. International Technology and Education Journal, 5(1), 50–60. https://eric.ed.gov/?id=EJ1312890
Cohen, L., Manion, L., & Keith Morrison. (2018). Research methods in education (8th ed.). Routledge.
Dubovi, I., & Tabak, I. (2021). Interactions between emotional and cognitive engagement with science on YouTube. Public Understanding of Science, 30(6), 759–776. https://doi.org/10.1177/0963662521990848
Dussel, I., & Ferrante, P. (2023). Global connective media: YouTube as an educational infrastructure. In International Encyclopedia of Education: Fourth Edition (pp. 622–629). Elsevier. https://doi.org/10.1016/B978-0-12-818630-5.01021-6
Eamcharoen, P. (2024). Enhancing entrepreneurship education with innovatively designed YouTube videos: Evaluating student learning and effectiveness of Youtube videos as educational tools. Higher Education Studies, 14(4), 173–185. https://doi.org/10.5539/hes.v14n4p173
Elango, M., & Kumaravel, K. (2022). Content analysis of OER: A literature review. Shanlax International Journal of Education, 10(3), 61–70. https://doi.org/10.34293/education.v10i3.4872
Firmansyah, N. W., Hermanto, Y. A. L., Susilo, G., Nada, S. B., & Ardianta, D. (2024). The effectiveness of explainer video duration as a delivery of practical course teaching material in SIPEJAR. KnE Social Sciences, 34–38 https://doi.org/10.18502/kss.v9i15.16185
Foster, D. (2020). Factors influencing the popularity of YouTube videos and users' decisions to watch them [Doctoral dissertation, University of Wolverhampton]. https://wlv.openrepository.com/handle/2436/623742?show=full
Fraenkel, J. R., & Wallen, N. E. (2019). How to design and evaluate research in education (10th ed.). McGraw Hill.
Goel, N., & Rastogi, M. (2024). Recent trends in virtual teaching. In Virtual lifelong learning: Educating society with modern communication technologies (pp. 85–102). Bentham Science Publishers Pte. https://doi.org/10.2174/9789815196566124010010
Guilherme, O., Da Silva, V., Vinicius, M., Guelpeli, C., Luiz, W., & Assis, S. (2024). YouTube as an educational tool: Insight from a scientific analysis. Brazilian Journal of Education, Technology and Society (BRAJETS), 17(4), 1444–1459. https://doi.org/10.14571/brajets.v17.n4.2024
Guo, P. J., Kim, J., & Rubin, R. (2014). How video production affects student engagement: An empirical study of MOOC videos. L@S 2014 - Proceedings of the 1st ACM Conference on Learning at Scale, 41–50. https://doi.org/10.1145/2556325.2566239
Hussain, K., Khan, M. L., & Malik, A. (2024). Exploring audience engagement with ChatGPT-related content on YouTube: Implications for content creators and AI tool developers. Digital Business, 4(1), 1-14. https://doi.org/10.1016/j.digbus.2023.100071
Ilin, V. (2022). The role of user preferences in engagement with online learning. E-Learning and Digital Media, 19(2), 189–208. https://doi.org/10.1177/20427530211035514
Jayavardhini, P., Mahalakame, R. M., Srinivetha, P., & Eugene Berna, I. (2023). Analyzing educational content on YouTube: Trends, user behavior, and recommendation strategies. International Journal of Scientific Research in Engineering and Management, 07(09), 1–7. https://doi.org/10.55041/ijsrem25598
Lijo, R., Castro, J. J., & Quevedo, E. (2024). Comparing educational and dissemination videos in a STEM YouTube channel: A six-year data analysis. Heliyon, 10(3), 1-15. https://doi.org/10.1016/j.heliyon.2024.e24856
Mertler, C. A. (2019). Introduction to educational research (2nd ed.). SAGE Publications, Inc.
Quintero-Rodríguez, I., & Colás-Bravo, P. (2024). Youtube and informal learning: An analysis of the relationship between the platform and the educational experience. Comunicar, 32(79), 23–34. https://doi.org/10.58262/V33279.3
Roy, S. K. (2023). YouTube's influential factors for academic achievement: A two-stage approach. Telematics and Informatics Reports, 10, 1-11. https://doi.org/10.1016/j.teler.2023.100060
Saurabh, S., & Gautam, S. (2019). Modelling and statistical analysis of YouTube's educational videos: A channel owner's perspective. Computers and Education, 128, 145–158. https://doi.org/10.1016/j.compedu.2018.09.003
Seo, K., Dodson, S., Harandi, N. M., Roberson, N., Fels, S., & Roll, I. (2021). Active learning with online video: The impact of learning context on engagement. Computers and Education, 165, 1-16. https://doi.org/10.1016/j.compedu.2021.104132
Shen, Z., Tan, S., & Pritchard, M. J. (2022). Understanding the effects of visual cueing on social media engagement with youTube educational videos. IEEE Transactions on Professional Communication, 65(2), 337–350. https://doi.org/10.1109/TPC.2022.3156225
Shoufan, A., & Mohamed, F. (2022). YouTube and education: A scoping review. IEEE Access, 10, 125576–125599. https://doi.org/10.1109/ACCESS.2022.3225419
Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D. Alfabeta.
Sui, W., Rush, J., & Rhodes, R. E. (2022). Engagement with web-based fitness videos on YouTube and Instagram during the COVID-19 pandemic: Longitudinal study. JMIR Formative Research, 6(3), 1-11. https://doi.org/10.2196/25055
Sweatt, L. (2023, October 11). Beginner's guide to YouTube Studio. VidIQ. https://vidiq.com/blog/post/beginners-guide-youtube-studio/
UNESCO. (2024). What you need to know about digital learning and transformation of education. https://www.unesco.org/en/digital-education/need-know
Walsh, J. N., O'Brien, M. P., & Costin, Y. (2021). Investigating student engagement with intentional content: An exploratory study of instructional videos. The International Journal of Management Education, 19, 1–9. https://doi.org/10.1016/j.ijme.2021.100505
Walsh, O'Brien & Slattery (2019). Video viewing patterns using different teaching treatments: A case study using YouTube analytics. Research in Education and Learning Innovation Archives, 22, 77–95. https://doi.org/10.7203/realia.22.15389
Yang, S., Park, S., Jang, Y., Lee, M., & Research, L. A. (2024). YTCommentQA: Video question answerability in instructional videos. Proceedings of the Thirty-Eighth AAAI Conference on Artificial Intelligence (AAAI-24), 38(17), 19359–19367. https://doi.org/10.1609/aaai.v38i17.29906
Downloads
Published
How to Cite
Issue
Section
License
The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions
![]() | Jurnal Inovasi Teknologi Pendidikan by http://journal.uny.ac.id/index.php/jitp is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. |