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1) Platform and Video Selection: We selected drawing videos from three popular platforms as a topic for this case study: TikTok, Bilibili, and Instagram. According to the search results we retrieved from each platform on April 2, 2019, the videos with a “drawing” hashtag (“画画” in Chinese) have been viewed 142 million times on Instagram and 6.9 billion times on TikTok. We selected highly ranked videos tagged with “drawing” and “drawing tutorial” in each platform: top 2 videos from Bilibili 1, 2, top 3 videos from TikTok 3, 4, 5, and top 3 videos from Instagram 6, 7, 8. 2) Comment Analysis: We collected 1,249 public comments in total from the 8 selected video posts and analyzed their contents and attitudes with a focus on user motivations for learning and sharing creative skills from the videos. We identified some users who are more actively participating in skill sharing and supporting based on their commenting contents and attitudes to the selected drawing videos. 3) User Profile and Activity Analysis: We traced the public profile and activity data of the users identified from the comment analysis. 13 kinds of user data were collected from 198 Bilibili users [Table 1] and 8 kinds of data from 81 TikTok users [Table 2]. No personal information was further collected or associated with the online public profile. With Tableau 9 and Excel formulas, we conducted regression analysis to find out any statistically significant relations between some user data and dendrogram analysis to identify influential factors (i.e., knot) and cluster distinct user groups with those knots as their main characteristics (Qu et al., 2015). The dendrogram was resulted in 52 clusters in Bilibili and 16 clusters in TikTok that divide distinct user groups according to their levels of participation in content creation and sharing. 4) Pilot Interview: We contacted 81 users who are grouped in the 16 primary clusters in TikTok for a pilot in-depth interview; 12 of them voluntarily responded back. They shared more details about their purposes of viewing and sharing drawing videos, experiences in TikTok, and expectations regarding their creative practice in short video platforms by direct messages in TikTok, not sharing any other personal information (In average 300 messages exchanged for 30 minutes per interview). Responders’ ages range from 13 to 25 with their backgrounds from middle school student, to graduate student, to user experience designer, and to software developer. 5) User Persona and Journey Map: We conducted thematic analysis of the interview responses and generated five themes by highlighting worth-noted points from them inductively (Boyatzis, 1998). Each theme is developed into a persona and user journey map with specific experience phases in short video sharing platforms. Design recommendations are discussed to support various user expectations regarding creative practice in consideration of the users’ broader life styles and goals. 1 https://www.bilibili.com/video/av21462790?t=47 2 https://www.bilibili.com/video/av33688833 3 http://v.douyin.com/2W2KHH/ 4 http://v.douyin.com/2WAhEj/ 5 http://v.douyin.com/2WDGwN/ 6 https://www.instagram.com/p/BqkllsRl2ca/ 7 https://www.instagram.com/p/BqlRqofgaVQ/ 8 https://www.instagram.com/p/Bb-F36qAgVl/ 9 https://www.tableau.com/PDF Image | Learning and Sharing Creative Skills with Short Videos
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