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Community was referenced in 19% comments (n=99), followed by Opinion No Judgment comments that were deployed in 17% of comments (n=86). Comments that shared a personal story were found 16% of the time (n=81). The least popular type of comment was a request for advice, which was only referenced in .6% of the comments (n=3). Next, I wanted to understand how the comments shifted by vertical category or show format. I used a cross tabulation test to understand how the show format influenced the user comments. It should be noted that a multivariable cross tabulation test only tells you if the formats are significantly different. The researcher will have to provide additional context and analysis to the results to understand how the different variables interact. The vertical formats largely did not influence how Information, Advice, Opinion and Video comments were distributed. However, General Conversation comments varied significantly across the five different formats (p=.003). The Direct to Camera format had 55% General Conversation comments (n=82), while Interview had 43% (n=13) and Producer Experience had 40% (n=89). Scripted videos had 32% General Conversation comments (n=19) and Voice Over had the least with 28% (n=11). When looking at the sub-comment breakdowns, it looks as if Interview and Scripted formats typically have a larger percentage of Conversation/Joke comments, at 26% and 15% respectively (p=.000). However, it should be noted that there were a limited number of Interview videos in this sample (n=3) and one of them happened to be a comedy video. As will be discussed further, Comedy videos tend to result in a significantly larger portion of Joke comments. In this case, the video vertical had a large influence over the format results because of the limited sample size for Interview videos. Conversely, Direct to Camera videos were found to have a significantly larger portion of Personal Story comments 28PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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