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Table 4: Percentage of Videos with Specific Calls to Action Call to Action Tactic Comment Click Link in Description Research Question 2: Percentage Deployed in Video 26% 12% Like 24% Subscribe 42% Watch a Different Video 18% After researching the content of YouTube Original Programming, I also wanted to delve into the commenting system associated with each video. This research required gaining a better understanding of the comment ecosystem and how audiences are specifically using the commenting system to express their thoughts on creator’s videos or YouTube channel as a whole. First, I broke down the frequencies of different comment categories. Opinion comments were extremely popular and appeared in over 62% of the comments for this study (n=314). Opinion comments are those in which commenters request or give their points-of-view on a video, person, object or topic. General Conversation comments represented 42% of the comments (n=214). This category involved a wide range comments that were designed to initiate or maintain a conversation—typically a personal story or memory. Site Process comments, essentially any comments that references the YouTube platform and its interactive features, were represented in 15% of the sample (n=75), while Information comments were found in 10% (n=51). Information comments involved objective and factual claims that can be considered popular knowledge or are researchable. Video Content followed by Advice comments were the least popular. They were found in 9% (n=49) and 8% (n=42), respectively. Video Content comments were 26PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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