Does Content Determine Information Popularity in Social Media? A - - PowerPoint PPT Presentation

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Does Content Determine Information Popularity in Social Media? A - - PowerPoint PPT Presentation

Jan 09, 2023 211 likes •526 views

Does Content Determine Information Popularity in Social Media? A Case Study of YouTube Videos Content and their Popularity Flavio Figueiredo, Jussara M. Almeida, Fabrcio Benevenuto, Krishna P. Gummadi Institute for Web Research (InWeb) @

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Does Content Determine Information Popularity in Social Media?

A Case Study of YouTube Videos’ Content and their Popularity

Flavio Figueiredo, Jussara M. Almeida, Fabrício Benevenuto, Krishna P. Gummadi Institute for Web Research (InWeb) @ DCC-UFMG, Brazil Social Computing Research Group @ MPI-SWS, Germany

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What drives information popularity

  • nline?

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What drives information popularity

  • nline?

Content?

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What drives information popularity

  • nline?

Dissemination?

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The effect of content vs dissemination

  • Intuitively, both factors should matter
  • However…

– The individual effect of content has been less explored – Most previous work is on dissemination

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Our Study

  • Users perception of the content

– Mechanical Turk

  • Information from a live system

– YouTube videos

  • Evaluation methodology

– Two focused research questions – Experimental setup to focus on content only

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Research Questions

  • [Q1] Given a pair of YouTube videos with similar

topic, can users reach consensus on their relative popularity (preference)?

  • [Q2] When users reach consensus, does the

preferred video match the most popular one on YouTube?

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Pair of videos (up to 100,000 x difference in views)

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Three different content perception questions

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Evaluation Forms

  • E1: Which video did you enjoy watching more?

– Individual

  • E2: Which video would you be most willing to

share with a friend or group of friends?

– Social

  • E3: Which video do you predict will be more

popular on YouTube?

– Global

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Experimental Setup

  • Two Topics (Baseball Videos, Music Videos)
  • 9 different videos. 3 for each popularity group
  • 0 to 10 views
  • 1,000 to 10,000 views
  • 1,000,000 or + views
  • At least 10x different between groups
  • 36 pairs per topic
  • 8 MT users evaluated each pair

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Q1: Can Users Reach Consensus?

  • Consensus

– Statistically positive Fleiss’ Kappa

  • Fraction of the cases where Kappa is positive

– Kappa above 0.4 in practice

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Q1: Can Users Reach Consensus?

19% 8% 41% 8% 3% 11% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos

Percentage of Pairs Which Users Reached Consensus (Kappa statistically above 0 with a p-value of 0.01)

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Q1: Can Users Reach Consensus?

19% 8% 41% 8% 3% 11% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos

Very few agreements when asking users what they would share

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Q1: Can Users Reach Consensus?

19% 8% 41% 8% 3% 11% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos

More agreements when asking what they predict will become popular

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Q1: Can Users Reach Consensus?

  • More agreement when asking if users can predict

what is more popular

  • Other factors have larger influence on cases

without consensus

– Also possible due to subjective user opinions

  • However, what can we say about the cases with

consensus?

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100% 100% 84% 75% 100% 100% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos

Q2: Does Consensus Predict the Popularity on YouTube?

Percentage of cases where the preferred video matches YouTube’s Popularity

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100% 100% 84% 75% 100% 100% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos

Q2: Does Consensus Predict the Popularity on YouTube?

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Discussion and Future Work

  • Consensus is hard to reach

– Subjective user opinions – Other factors affecting popularity

  • Preference towards popular content
  • Can we predict the popularity of videos using our

methodology?

  • How can we quantity the importance of the

content and dissemination factors?

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Thank You!

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User Feedback

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Demographic Survey

4% 1% 1% 18% 13% 22% 13% 8% 39% 28% 21% 45% 32% 48% 29% 38% 40% 28% 37% 44% 10% 21% 40% 4% 18%

Watch Videos Share Videos Share Content Watch Videos Share Videos Share Content Major League Baseball Music Videos Never Yearly Monthly Weekly Every Day

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4% 1% 1% 18% 13% 22% 13% 8% 39% 28% 21% 45% 32% 48% 29% 38% 40% 28% 37% 44% 10% 21% 40% 4% 18%

Watch Videos Share Videos Share Content Watch Videos Share Videos Share Content Major League Baseball Music Videos Never Yearly Monthly Weekly Every Day Mostly watch videos daily or weekly

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4% 1% 1% 18% 13% 22% 13% 8% 39% 28% 21% 45% 32% 48% 29% 38% 40% 28% 37% 44% 10% 21% 40% 4% 18%

Watch Videos Share Videos Share Content Watch Videos Share Videos Share Content Major League Baseball Music Videos Never Yearly Monthly Weekly Every Day Share videos on a weekly, monthly, or even yearly basis

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4% 1% 1% 18% 13% 22% 13% 8% 39% 28% 21% 45% 32% 48% 29% 38% 40% 28% 37% 44% 10% 21% 40% 4% 18%

Watch Videos Share Videos Share Content Watch Videos Share Videos Share Content Major League Baseball Music Videos Never Yearly Monthly Weekly Every Day Share in general more

  • ften

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Demographic Survey

  • Avid YouTube Viewers

– Daily/Weekly modes

  • Infrequent Shares of Videos

– Monthly mode

  • However, somewhat common sharing in general

– Weekly mode

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Q1: Can Users Reach Consensus?

25% 13% 52% 11% 3% 13% 19% 8% 41% 8% 3% 11% 16% 5% 36% 5% 3% 8% User Liked User Shared User Predicted User Liked User Shared User Predicted Major League Baseball Music Videos p-val < 0.05 p-val < 0.01 p-val < 0.001

  • Greater for Prediction. Up to 52% of pairs (p-val < 0.05)
  • Kappa > 0.4 or > 0.75 when consensus is reached
  • Very rare agreements when asking which video users share

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Interesting example without consensus

Popular Baseball Video

  • n YouTube but with a

Watermark Unpopular Baseball Video.

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