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CHAPTER 4. RESULTS 20 Table 4.2: Ranked algorithmic features. Through a card sorting activity, we asked our participants to rank speculated features of the YouTube algorithm from least (1) to (10) most important for determining the success of a video. Features marked with a * sign were added by participants during the card sorting activity. Features Watch time* Thumbnail photo Video title Target audience* Video collaborations* Number of views Number of likes Video length Tags Comments Video content Video description Time posted Median Rating 10 10 9 7.5 7.5 7 6 5 7 6 4 4 3 Average Ratting 10 9 8 7.5 7.5 6.8 6.4 5.6 5.4 5 4.4 4.2 3.6 video. They consistently rate the video contents, video description, and time posted as least important. This follows participants’ observations that viral videos tend to be: “Crappy clickbait unilateral videos that are very flashy.” (P3) Creators use clickbait (attention grabbing) titles or thumbnail to misled viewers into watching their videos. Participants believe that the YouTube algorithm favors creators who stir up controversy because it causes viewers to click, driving up views and consequently ad revenue: “[YouTube] prioritizes people that create the most drama. [You] can’t be big unless you do something crazy like Jake Paul” (P1) Unfortunately, controversial or silly actions do bring people to the platform, causing creators to think views are the most important metric on YouTube: “Views - Everyone wants to have the most views, and the most subscribers. Un- fortunately because of this YouTube has lost quality in videos, and is now about quantity and not quality.” (P4) Although some participants thought the quality of videos are going down due to clickbait, one participant thought successful videos actually show a more personal side of a creator:PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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