TY - GEN
T1 - Engagement Patterns in TikTok
T2 - 35th ACM Conference on Hypertext and Social Media, HT 2024
AU - Salminen, Joni
AU - Wahid, Risqo
AU - Yang, Yanwu
AU - Jansen, Bernard
N1 - Publisher Copyright:
© 2024 Owner/Author.
PY - 2024/9/10
Y1 - 2024/9/10
N2 - 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. 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' video viewing behaviors. 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. 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 click-through rate).
AB - 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. 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' video viewing behaviors. 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. 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 click-through rate).
KW - short video ads
KW - social media ads
KW - TikTok advertising
KW - user behavior
KW - user churn
UR - http://www.scopus.com/inward/record.url?scp=85204913492&partnerID=8YFLogxK
U2 - 10.1145/3648188.3677048
DO - 10.1145/3648188.3677048
M3 - Conference contribution
AN - SCOPUS:85204913492
T3 - HT 2024: Creative Intelligence - 35th ACM Conference on Hypertext and Social Media
SP - 323
EP - 329
BT - HT 2024
PB - Association for Computing Machinery, Inc
Y2 - 10 September 2024 through 13 September 2024
ER -