{"id":997,"date":"2024-09-11T11:02:07","date_gmt":"2024-09-11T08:02:07","guid":{"rendered":"https:\/\/acua.qcri.org\/blog\/?p=997"},"modified":"2024-09-11T11:03:12","modified_gmt":"2024-09-11T08:03:12","slug":"engagement-patterns-in-tiktok-an-analysis-of-short-video-ads","status":"publish","type":"post","link":"https:\/\/acua.qcri.org\/blog\/engagement-patterns-in-tiktok-an-analysis-of-short-video-ads\/","title":{"rendered":"Engagement Patterns in TikTok: An Analysis of Short Video Ads"},"content":{"rendered":"
\"Engagement
Engagement Patterns in TikTok: An Analysis of Short Video Ads<\/a><\/em><\/figcaption><\/figure>\n

Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility.<\/p>\n

In research led by Joni Salminen<\/a>, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. Data from the TikTok Ads account of an e-commerce company was analyzed using logistic regression to examine how gender, age groups, and video duration affect users\u2019 video viewing behaviors.<\/p>\n

The findings indicate that (1) most customers leave the ads within the first quarter of the video; (2) males and females exhibit similar viewing behaviors, but (3) age groups vary by their viewing behaviors.<\/p>\n

Somewhat surprisingly, we discovered that (4) there is no significant correlation between user churn and ads performance metrics (i.e., cost-per-mille, cost-per-click, and clickthrough rate).<\/p>\n

Read the research article!<\/p>\n

Salminen, J., \u200bWahid, R, Yang, Y., and\u00a0Jansen, B. J.\u00a0(2024)\u00a0Engagement Patterns in TikTok: An Analysis of Short Video Ads<\/a><\/em>. ACM Conference on Hypertext and Social Media (HT2024), 10\u201313 September 2024, Poznan, Poland, p. 323-329.<\/p>\n","protected":false},"excerpt":{"rendered":"

Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility. In research led by Joni Salminen, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. Data from… Continue reading Engagement Patterns in TikTok: An Analysis of Short Video Ads<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33,12,21],"tags":[],"yoast_head":"\nEngagement Patterns in TikTok: An Analysis of Short Video Ads - Team Acua<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acua.qcri.org\/blog\/engagement-patterns-in-tiktok-an-analysis-of-short-video-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Engagement Patterns in TikTok: An Analysis of Short Video Ads - Team Acua\" \/>\n<meta property=\"og:description\" content=\"Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility. In research led by Joni Salminen, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. 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