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internet is an impersonal and anonymous place. In this case, creators are using their cameras as a direct stand in for an online audience. Similarly, 62% of videos also contained informal, conversational language that cultivated an environment that inherently invites feedback. Despite having some expertise in the content area, creators used direct language to present themselves as a community member, rather than an absolute authority. In terms of encouraging a participatory community, over 62% of the videos asked the viewer to take some kind of platform action. For example, the most popular request from creators was for viewers to subscribe to their channel (42%). In principle, subscribing to a channel on YouTube allows for the viewer to get updates on when a new video released. In practice, however, creators view their subscribers as their loyal audience and community members-- a much more meaningful relationship. Other popular suggested actions included leaving a comment (26%) and liking the video (24%). Another 20% of the videos asked the audience to answer a question or let them know their opinion. Overall, my research suggests that it is beneficial for creators to make audience calls to action a priority. Videos that included a call to action were significantly more likely to have a larger subscriber base (p=.009) and more channel views (p=.000). Video viewers, however, were not significantly higher based on the presences of a call to action. Comments on YouTube The commenting ecosystem on YouTube also demonstrates how the platform is driven by positive online interactions. Over 62% of the comments contained Opinion comments, while another 42% of comments qualified as General Conversation. Only 9% 41PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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