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Lastly, videos that contained a question for the audience resulted in significantly less engagement across every engagement metric (p=.000). Those videos averaged 2,006 comments, 1.6 million subscribers, 220 million channel views and 750,000 video views. Conversely, those videos without a question for the audience averaged 3,118 comments, 3.5 million subscribers, 675 million channel views and 1.4 million video views. It should be noted that questions were only found in 20% of the videos, so the sample size of videos with questions for the audience was rather small (n=10). Table 12: YouTube Audience Analytics by Question Presence YouTube Metadata Subscribers Video Views Question to Audience Mean 1,676,615 subscribers 766,088 video views No Question to Audience Mean 3,590,037 subscribers 1,417,432 video views Significance .000* .000* Comments 2,006 comments 3,118 comments .000* Channel Views 221,548,832 channel views 682,680,571 channel views .000* Instead of using YouTube metadata to just judge audience engagement, I also wanted to measure the types of non-quantitative audience feedback that different relationship building tactics deliver. Therefore, I looked to the comments to provide qualitative feedback. Overall, these results indicated that certain relationship building tactics within the video led to significant results in terms of garnering specific forms of audience reactions. If a video included a call to action it was significantly more likely to get comments about the general site process. Intuitively, this makes sense since the call to actions often referenced specific site actions, like subscribing or liking the video, and viewers were reacting by referencing those specific requests. For videos that contained a call to action, 18% of the comments mentioned site process (n=57). Conversely, videos 35PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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