The dynamics of the university impact on YouTube: a comparative analysis

Abstract

The impact of universities on social networks has been widely studied, especially on Facebook and Twitter. However, there is a clear lack of research on YouTube, despite an overwhelming presence of universities on this online video platform. The objective of this work is to analyse similarities in the dynamics of views and likes between the YouTube channel of a university, Polytechnic University of Valencia and an educational channel, the saurabhschool (Saurabh and Gautam 2019). This is the first work that analyses the dynamics of online video impact of a university on YouTube, which are subsequently compared to those of an educational channel to find common patterns. The time series of views and likes are obtained for both channels; their seasonal components are calculated and compared. Observation is subsequently supported by an analysis of correlations and the Euclidean distance. Results suggest that the video impact dynamics of a university channel behave similarly to those of an educational channel. These results can help universities anticipate the behaviour pattern of their videos in order to maximize the impact of their content through YouTube.

This is a preview of subscription content, access via your institution.

Fig. 1

Source: own elaboration

Fig. 2

Source: own elaboration

Fig. 3

Source: own elaboration

Fig. 4

Source: own elaboration

References

  1. Academic Ranking of World Universities ARWU (2018). http://www.shanghairanking.com/ARWU2018.html. Accessed 12 November 2019

  2. Alexa Internet Inc (2019) Top sites. http://www.alexa.com/topsites. Accessed 23 September 2019

  3. Arroyo-Barrigüete JL, López-Sánchez JI, Minguela-Rata B, et al (2019) Use patterns of educational videos: a quantitative study among university students. WPOM Work Papers Oper Manage 10:1–19. https://doi.org/10.4995/wpom.v10i2.12625

  4. Bärtl M (2018) YouTube channels, uploads and views: a statistical analysis of the past 10 years. Convergence 24:16–32. https://doi.org/10.1177/1354856517736979

    Article  Google Scholar 

  5. Beckers SFM, van Doorn J, Verhoef PC (2018) Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. J Acad Mark Sci 46:366–383. https://doi.org/10.1007/s11747-017-0539-4

    Article  Google Scholar 

  6. Borghol Y, Mitra S, Ardon S et al (2011) Characterizing and modelling popularity of user-generated videos. Perform Eval 68:1037–1055. https://doi.org/10.1016/j.peva.2011.07.008

    Article  Google Scholar 

  7. Cleveland RB, Cleveland WS, McRae, et al (1990) STL: A seasonal-trend decomposition. J Official Stat 6:3–73

    Google Scholar 

  8. Djerf-Pierre M, Lindgren M, Budinski MA (2019) The role of journalism on YouTube audience engagement with Superbug reporting. Media Commun 7:235–247

    Article  Google Scholar 

  9. Eigenraam AW, Eelen J, Lin AV et al (2018) A consumer-based taxonomy of digital consumer engagement Practices. J Interact Market 44:102–121. https://doi.org/10.1016/j.intmar.2018.07.002

    Article  Google Scholar 

  10. Feroz Khan G, Vong S (2014) Virality over YouTube: an empirical analysis. Intern Res 24:629–647. https://doi.org/10.1108/IntR-05-2013-0085

    Article  Google Scholar 

  11. Guzmán AP, Moral MED (2014) Tendencias de uso de YouTube: optimizando la comunicación estratégica de las universidades iberoamericanas. Observatorio (OBS) 8:69–94

    Google Scholar 

  12. Hovden R (2013) Bibliometrics for Internet media: applying the h-index to YouTube. J Assoc Inf Sci Technol 64:2326–2331. https://doi.org/10.1002/asi.22936

    Article  Google Scholar 

  13. Khan ML (2017) Social media engagement: what motivates user participation and consumption on YouTube? Comput Hum Behav 66:236–247. https://doi.org/10.1016/j.chb.2016.09.024

    Article  Google Scholar 

  14. Ksiazek TB, Peer L, Lessard K (2016) User engagement with online news: Conceptualizing interactivity and exploring the relationship between online news videos and user comments. New Media Soc 18:502–520. https://doi.org/10.1177/1461444814545073

    Article  Google Scholar 

  15. Martín-González Y, Llarena RS (2017) Universidades españolas en Youtube : gestión de canales institucionales y de sus contenidos. Cuadernos de Documentación Multimedia 28:147–169. https://doi.org/10.5209/CDMU.57970

    Article  Google Scholar 

  16. Meseguer-Martinez A, Ros-Galvez A, Rosa-Garcia A (2017) Satisfaction with online teaching videos: A quantitative approach. Innov Edu Teach Int 54:62–67. https://doi.org/10.1080/14703297.2016.1143859

    Article  Google Scholar 

  17. Meseguer-Martinez A, Ros-Galvez A, Rosa-Garcia A (2019) Linking YouTube and university rankings: Research performance as predictor of online video impact. Telemat Inform 43:101264. https://doi.org/10.1016/j.tele.2019.101264

    Article  Google Scholar 

  18. Montero P, Vilar JA (2014) TSclust: an R package for time series clustering. J Stat Softw 62:1–43

    Article  Google Scholar 

  19. Mwenda AB, Sullivan M, Grand A (2019) How do Australian universities market STEM courses in YouTube videos? J Mark Higher Educ 29:191–208. https://doi.org/10.1080/08841241.2019.1633004

    Article  Google Scholar 

  20. Pan X, Yan E, Hua W (2016) Science Communication and Dissemination in Different Cultures: An Analysis of the Audience for TED Videos in China and Abroad. J Assn Inf Sci Tec 67:1473–1486. https://doi.org/10.1002/asi.23461

    Article  Google Scholar 

  21. Paolillo JC (2008) Structure and Network in the YouTube Core. Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008). Waikoloa, HI, pp 156–156. https://doi.org/10.1109/HICSS.2008.415

  22. Pham HH, Farrell K, Vu HM, Vuong QH (2017) Using YouTube videos to promote universities: a content analysis. Technics Technol Educ Manage 12:58–72

    Google Scholar 

  23. Saurabh S (2018) Data for: Modelling and Statistical Analysis of YouTube's Educational Videos: A Channel Owner's Perspective. Mendeley Data, v1. Accessed 07 June 2019

  24. Saurabh S, Gautam S (2019) Modelling and statistical analysis of YouTube’s educational videos: a channel Owner’s perspective. Comput Educ 128:145–158. https://doi.org/10.1016/j.compedu.2018.09.003

    Article  Google Scholar 

  25. Shoufan A (2019) What motivates university students to like or dislike an educational online video? a sentimental framework. Comput Educ 134:132–144. https://doi.org/10.1016/j.compedu.2019.02.008

    Article  Google Scholar 

  26. Statista (2019) Most popular social networks worldwide as of October 2019, ranked by number of active users (in millions). https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Accessed 22 November 2019

  27. Sugimoto CR, Thelwall M (2013) Scholars on soap boxes: science communication and dissemination in TED videos. J Am Soc Inf Sci Tec 64:663–674. https://doi.org/10.1002/asi.22764

    Article  Google Scholar 

  28. Sugimoto CR, Thelwall M, Larivière V et al (2013) Scientists popularizing science: characteristics and impact of ted talk presenters. PLoS ONE 8:e62403. https://doi.org/10.1371/journal.pone.0062403

    Article  Google Scholar 

  29. Tafesse W (2020) YouTube marketing: how marketers’ video optimization practices influence video views. Intern Res 30:1689–1707. https://doi.org/10.1108/INTR-10-2019-0406

    Article  Google Scholar 

  30. Tellis GJ, MacInnis DJ, Tirunillai S et al (2019) What drives virality (sharing) of online digital content? the critical role of information, emotion and brand prominence. J Mark 83:1–20. https://doi.org/10.1177/0022242919841034

    Article  Google Scholar 

  31. ten Hove P, van der Meij H (2015) Like it or not. what characterizes YouTube’s more popular instructional videos? Tech Commun 62:48–62

    Google Scholar 

  32. Thelwall M, Mas-Bleda A (2018) YouTube science channel video presenters and comments: female friendly or vestiges of sexism? Aslib J Info Mgmt 70:28–46. https://doi.org/10.1108/AJIM-09-2017-0204

    Article  Google Scholar 

  33. Valerio-Ureña G, Herrera-Murillo D, Madero-Gómez S (2020) Analysis of the presence of most best-ranked universities on social networking sites. Informatics 7:9. https://doi.org/10.3390/informatics7010009

    Article  Google Scholar 

  34. Veletsianos G, Kimmons R, Larsen R et al (2018) Public comment sentiment on educational videos: Understanding the effects of presenter gender, video format, threading and moderation on YouTube TED talk comments. PLoS ONE 13:e0197331. https://doi.org/10.1371/journal.pone.0197331

    Article  Google Scholar 

  35. Welbourne DJ, Grant WJ (2016) Science communication on YouTube: factors that affect channel and video popularity. Public Underst Sci 25:706–718. https://doi.org/10.1177/0963662515572068

    Article  Google Scholar 

  36. Xiao C, Xue Y, Li Z et al (2015) Measuring User Influence Based on Multiple Metrics on YouTube. 2015 seventh international symposium on parallel architectures, algorithms and programming (PAAP). IEEE, Nanjing, pp 177–182

    Google Scholar 

  37. Xu WW, Park JY, Park HW (2017) Longitudinal dynamics of the cultural diffusion of Kpop on YouTube. Qual Quant 51:1859–1875. https://doi.org/10.1007/s11135-016-0371-9

    Article  Google Scholar 

  38. YouTube (2020) Cifras sobre YouTube. https://www.youtube.com/about/press/ Accessed 15 January 2020

Download references

Acknowledgements

The authors want to acknolwedge the Universitat Politècnica de València’s ASIC (Área de Sistemas de Información y Comunicaciones) for the data of their institutional YouTube channel. We also acknowledge the support from Juan Antonio Marín-García and Ignacio Despujol-Zabala.

Author information

Affiliations

Authors

Corresponding author

Correspondence to Alejandro Ros-Gálvez.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Ros-Gálvez, A., Meseguer-Martínez, Á. & López-Buenache, G. The dynamics of the university impact on YouTube: a comparative analysis. Soc. Netw. Anal. Min. 11, 9 (2021). https://doi.org/10.1007/s13278-020-00716-w

Download citation

Keywords

  • Impact
  • University
  • Time series
  • Seasonality
  • YouTube