Analyzing User & Creator Engagement on Video-Enabled Social Media

This report investigates how major video-enabled social media networks, including TikTok, Instagram, Twitter, and Snapchat, are attracting users and content creators to maximize interaction. It introduces the research topic, emphasizing the increasing demand for short-form films and videos driven by social media trends and techniques used to maximize user engagement. The research employs a mixed-methods approach, combining quantitative surveys analyzed through descriptive statistics with qualitative analysis of various videos and secondary data. The literature review provides an overview of how these networks gain user attention and attract content creators, focusing on strategies for content creation and the shift towards video-enabled platforms. The discussion compares primary data from user surveys with secondary data from journals and online portals. The research question explores how these platforms win over users and content creators. The conclusion summarizes the findings from both quantitative and qualitative analyses to answer the research question, and recommendations are provided for video-enabled social media networks to further enhance user and creator engagement.

SHORT FORM FILM AND
VIDEO

INTRODUCTION
Introduction about selected research question and research topic will be provided in order
to provide brief understanding of the selected topic, reason because of which that topic has been
selected and importance of selected topic is provided in introduction.
Importance of short form films and videos
Du, X., Liechty, T., Santos, C.A. and Park, J., 2020. ‘I want to record and share my wonderful
journey’: Chinese Millennials’ production and sharing of short-form travel videos on TikTok or
Douyin. Current Issues in Tourism, pp.1-13.
https://www.tandfonline.com/doi/abs/10.1080/13683500.2020.1810212
Reason because of which short form films and videos demand and usage is increasing
Social media tredns.2021. [online]. Avaialbe though: <https://www.youtube.com/watch?
v=3yQmBLeOc7A>
Khan, M.L., 2017. Social media engagement: What motivates user participation and
consumption on YouTube?. Computers in human behavior, 66, pp.236-247.
https://www.sciencedirect.com/science/article/abs/pii/S0747563216306513
Techniques used by social networking sites to maximize interaction of users.
Meshi, D., Tamir, D.I. and Heekeren, H.R., 2015. The emerging neuroscience of social
media. Trends in cognitive sciences, 19(12), pp.771-782.
https://www.sciencedirect.com/science/article/abs/pii/S1364661315002284
Quantitative Research
survey would be conducted and analysed using descriptive analysis method . For collection of
primary quantitative data users of four main social networking sites that are video enabled would
be asked to participate within the survey.
Qualitative research
Various videos will be watched, secondary data that has already been published will be
analysed. Type of videos posted on all the four social networking sites will be analysed by
evaluating their duration, tone, type, etc.
LITERATURE REVIEW
Overview of ways in which major video-enabled social media networks and ways in which
they are gaining users attention.

Guo, C. and Saxton, G.D., 2018. Speaking and being heard: How nonprofit advocacy organizations gain
attention on social media. Nonprofit and Voluntary Sector Quarterly, 47(1), pp.5-26.
https://journals.sagepub.com/doi/abs/10.1177/0899764017713724
Alghizzawi, M., Salloum, S.A. and Habes, M., 2018. The role of social media in tourism
marketing in Jordan. International Journal of Information Technology and Language
Studies, 2(3), pp.59-70.
https://www.researchgate.net/profile/Said-Salloum/publication/
329933674_The_role_of_social_media_in_tourism_marketing_in_Jordan/links/
5c243be2458515a4c7fae9e5/The-role-of-social-media-in-tourism-marketing-in-Jordan.pdf
Ways in which social networking sites are attracting more number of content creators.
Balathandayutham, P. and Anandanatarajan, K., 2020. Digital marketing through social
networking sites (SNS): A field of digital empowerment. International Journal of Scientific &
Technology Research, 9(02), pp.734-736.
https://d1wqtxts1xzle7.cloudfront.net/
63881032/11_Scopus_Digital_Marketing_Through_Social_Networking_Sites_Digital_Marketin
g_Through_Social_Networking_Sites20200710-16342-iucef2-with-cover-page-v2.pdf?
Expires=1634128312&Signature=CmrYT3XVVT375B3YDSyEpcXjmzblYA5QmJBYLRO8lZ
VTArAZfItGUd3IMXFfBPH6lfXvQhdfUrQoz85M~O-
tShTK11aZtnpCIeNcskLuMC9Gn1FjjkeEToqvlx~te1zsAkS2Cj90ZkQXmN5Mzs8ZFdC-
Mb9XJUUpqOMHX-jTQ5T-
VaOl4kqsOFV2pcexyDW5oFe~HI67B027a4x7ef4k~8bJVA0DQWm0Ft1LQw2mxz4EP3nU7b-
N9GDUYucCvMQrlfyrAMLaFw9Gv6~QkM3BkyH7-
myTgN5Uiw5I2R0kESixIh7ubrt6m5hBVBecKPXT90AE0hiI0XCvAhrOeQ672Q__&Key-Pair-
Id=APKAJLOHF5GGSLRBV4ZA
Ideas for content creator on social networking sites. 2021. [online]. Avaialbel
through:<https://www.youtube.com/watch?v=n-mlE_4Pxyo>
Literature upon shifting focus upon video-enabled social media networks
van Esch, P. and Mente, M., 2018. Marketing video-enabled social media as part of your e-
recruitment strategy: Stop trying to be trendy. Journal of Retailing and Consumer Services, 44,
pp.266-273.

https://www.sciencedirect.com/science/article/abs/pii/S0969698918302868
Marlowe, J. and Bruns, R., 2020. Renegotiating family: Social media and forced
migration. Migration Studies.
https://academic.oup.com/migration/advance-article-abstract/doi/10.1093/migration/
mnaa024/5899257
Reason because of which attention of users and content creators are won by video-enabled
social media networks TikTok, Instagram, Twitter and Snapchat
Hosain, M.S., 2021. Integration of social media into HRM practices: a bibliometric
overview. PSU Research Review.
https://www.emerald.com/insight/content/doi/10.1108/PRR-12-2020-0039/full/html
Kumar, V.D. and Prabha, M.S., 2019. Getting glued to TikTok®–Undermining the psychology
behind widespread inclination toward dub-mashed videos. Archives of Mental Health, 20(2),
p.76.
https://www.amhonline.org/article.asp?issn=2589-
9171;year=2019;volume=20;issue=2;spage=76;epage=77;aulast=Kumar
DISCUSSION
In this comparison and contrast of primary data and secondary data (literature review)
will be done. Primary data is collected through a survey in which users of video- enables social
networking sites participated. Whereas secondary data is collected through different kinds of
Journals, articles, online portals, government websites etc. will be done.
RESEARCH QUESTION
How are the four major video-enabled social media networks TikTok, Instagram, Twitter
and Snapchat winning users and content creators to maximize interaction?
CONCLUSION
Findings of qualitative analysis done would be summarized by summarizing findings of
both primary quantitative data analysis and secondary data qualitative analysis in order to answer
main research question on the basis of outcome gained from all the overall research and findings

RECOMMENDATIONS
Recommendation to major video-enabled social media networks doe gaining more
attention of content creators and users would be provided on the basis of findings of overall
report.