Making Video News Visible

Identifying the Optimization Strategies of the Cybermedia on YouTube Using Web Metrics

Bibliographic Data

ID12908683
AuthorsCarlos Lopezosa (0000-0001-8619-2194, Universitat Pompeu Fabra, corresponding author), Enrique Orduña‐Malea (0000-0002-1989-8477, Universitat Politècnica de València), Mario Pérez–Montoro (0000-0003-2426-8119, Universitat de Barcelona)
Year2019
Volume14
Issue4
Pages465-482
Publication date2019-06-12
Open AccessNo
TypeARTICLE
VenueJournalism Practice (JOURNAL)
Journal identifiersISSN: 1751-2786 • E-ISSN: 1751-2794
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/17512786.2019.1628657
OpenAlexW2951886040
LanguageEN
Citations received14
References cited8

The main objective of this study is to identify the main SEO strategies implemented by the cybermedia's YouTube channels using a battery of web metrics at the channel and video levels. To this end, a sample comprising the ten cybermedia channels in Spain with the highest web traffic is considered. At the channel level, a significant positive correlation is found between connectivity (number of subscribers), productivity (number of videos published), and audience (number of views). At the video level, the correlation between the most viewed videos of each cybermedia reveals the presence of two families of video-level metrics: on the one hand, those related to the impact of videos (Views, Popularity, Likes, etc.) and, on the other, those related to the implementation of active SEO strategies (primarily, tags and keywords within Description fields). Results seem to confirm that SEO strategies are likely to be more effective when applied to videos that are not high quality publications or which do not address popular subject matters, characteristics that tend to attract most viewers regardless of SEO strategies employed. Finally, a set of best practices for promoting and optimizing videos on YouTube, especially tailored for the cybermedia, is proposed

Channel (broadcasting · Multimedia · Popularity · Quality (philosophy · Sample (material · Set (abstract data type · Telecommunications · World Wide Web · Computer Science · Digital Marketing and Social Media · Media and Digital Communication · Psychology · Social Media and Politics

Tools

Open DOISci-HubOpen Access