Popularity on YouTube is an important metric for influencers and brands. It is linked to video relevance, content, and features that attract audience attention and interest. We present and test a model of YouTube video popularity drivers that trigger several engagement actions (i.e., number of views, likes, dislikes, and comments). These drivers include characteristics—such as language elements, linguistic style, subjectivity, emotion valence, and video category—that influence online video popularity on YouTube. An analysis of a database comprising more than 11,000 videos from 150 digital influencers shows that several factors help to boost the number of views, likes/dislikes, and comments. We find that medium-length and long videos posted during non-business hours and weekdays and those using a subjective language style, less-active events, and temporal indications are more likely to receive views, likes, and comments. Moreover, the use of negative or low-arousal emotion helps to promote a general interest in a YouTube video.

中文翻译：

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参与还是不参与？YouTube 上视频内容的特征会影响数字消费者的参与度

YouTube 上的受欢迎程度是影响者和品牌的重要指标。它与吸引观众注意力和兴趣的视频相关性、内容和功能相关联。我们展示并测试了一个 YouTube 视频流行驱动模型，该模型触发了多个参与行为（即观看次数、喜欢、不喜欢和评论的数量）。这些驱动因素包括影响 YouTube 在线视频流行度的特征，例如语言元素、语言风格、主观性、情感效价和视频类别。对包含来自 150 位数字影响者的 11,000 多个视频的数据库的分析表明，有几个因素有助于提高观看次数、喜欢/不喜欢和评论的数量。我们发现在非工作时间和工作日发布的中长视频以及那些使用主观语言风格的、不太活跃的事件、和时间指示更有可能获得观点、喜欢和评论。此外，使用负面或低唤醒情绪有助于提升对 YouTube 视频的普遍兴趣。