YouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.,The study employed a data set of videos (N = 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.,The study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U-shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.,This study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post-view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.

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YouTube 营销：营销人员的视频优化实践如何影响视频观看次数

YouTube 庞大且活跃的用户群使其成为公司数字营销工作的核心。然而，现有研究侧重于观众的观看后参与行为，因此很少研究促使观众点击和观看 YouTube 视频的因素。本研究调查了营销人员的视频优化实践对 YouTube 上的视频观看次数的影响。该研究采用了通过抓取 YouTube 的趋势列表收集的视频数据集 (N = 4,398)。该研究结合文本和情感分析，测量了四种视频优化实践：视频标题的信息内容、视频标题的情感强度、视频描述的信息内容和视频标签的数量。然后分析了这些视频优化实践对视频观看量的影响。该研究发现，视频节目中信息的更多可用性与视频观看次数呈负相关，而视频节目中负面情绪的强度与视频观看次数呈正相关。此外，视频描述中信息的更大可用性与视频观看量正相关。最后，在视频标签量和视频观看量之间发现了倒 U 形关系。多达 17 个视频标签可以促成更多视频观看；然而，超过 17 个标签，这种关系就变成了负面。,本研究调查了营销人员的视频优化实践对视频观看次数的影响。虽然现有研究主要关注观众的观看后参与行为，例如喜欢、评论和分享视频，但本研究检查视频观看。同样，现有的研究调查了视频