Vine Measurement Study

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Overview of Vine Measurement study. Presented on SomuS ICMR Workshop 2014

Published in: Social Media

Vine Measurement Study

  1. 1. ELIS – Multimedia Lab Baptist Vandersmissen, Fréderic Godin, Abhineshwar Tomar, Wesley De Neve, Rik Van de Walle Multimedia Lab Department of Electronics and Information Systems Faculty of Engineering and Architecture Ghent University – iMinds Belgium The Rise of Mobile and Social Short-Form Video: An In-depth Measurement Study of Vine
  2. 2. 2/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  3. 3. 3/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  4. 4. 4/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Introduction Widespread use of smartphones Popular social video platforms Expected that by 2017 more than two-third of mobile data traffic will be video Huge amount of video data Internet revenue model based on ads What content is popular? Automatic content understanding?
  5. 5. 5/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Introduction annotated? noisy? people? event-related? First step is measurement study Numerous challenges and ambiguities Huge amount of video data
  6. 6. 6/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 State of the Art 1. Content and Audience Analysis Answering the who, what and when questions 2. Popularity Analysis and Prediction Analysis of the popularity distribution regarding videos 3. Social Sensing Analysis of cultural behaviour, finding points of interests or movement patterns
  7. 7. 7/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  8. 8. 8/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 What is Vine? Social & mobile video platform, established in January 2013. Create & distribute looping videos of up to 6 seconds. Acquired by Twitter and now plus 40 million users. Max video length resembles Twitter’s character limitation.
  9. 9. 9/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 What is Vine?
  10. 10. 10/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 What is Vine?
  11. 11. 11/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 What is Vine?
  12. 12. 12/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 What is Vine?
  13. 13. 13/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Why Vine? New and first large scale platform focusing on mobile video Potential to become social news platform Strong connection with Twitter Open nature and easy accessible through URLs in tweets
  14. 14. 14/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  15. 15. 15/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Data Collection No official Vine API Use of Twitter as a gateway to access Vine videos Use of unofficial Vine API methods to extract metadata Date fetched Date created Tweet Description Location Comments Revines Likes Explicit User User Hashtags Mentions Followers Following Posts
  16. 16. 16/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Data Collection Tracked keyword “vine” on Twitter Streaming API Collected 851,039 tweets containing a Vine URL Originating from 365,188 Twitter users 425,971 unique Vine videos fetched Created by 193,355 different Vine users
  17. 17. 17/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  18. 18. 18/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Metadata Characteristics Vine videos can have a description containing #hashtags or @mentions 34% contains at least one hashtag (only 8% on Twitter) 9% contains at least one mention
  19. 19. 19/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Metadata Characteristics Matching of hashtags with WordNet categories 11% of hashtags can be matched to a WordNet synset
  20. 20. 20/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Channel Characteristics Vine videos can be added to a channel (i.e., a category) Most popular categories are comedy and music Similar to YouTube’s popular categories which are entertainment and music Channel Count (%) comedy 60.96% music 8.93% wierd 5.27% dogs 4.46% cats 3.25% family 2.74% art & experimental 2.74% sports 1.88% food 1.61% special fx 1.52% nature 1.47% urban 1.41% scary 1.27% beauty & fashion 1.09% news & politics 0.75% health & fitness 0.65%
  21. 21. 21/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Popularity Characteristics Emperical analysis of (popular) content Popularity is measured based on revines, likes, comment count Popular content is not event- or news-related However Many “big” events are described by Vine videos These can for example be used to enhance textual news articles
  22. 22. 22/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Event-related Example
  23. 23. 23/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Event-related Example
  24. 24. 24/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Popularity Aspects Analyze Vine video popularity based on content-agnostic factors: 1. Twitter shares: number of tweets sharing same Vine video 2. Twitter exposure: sum of followers of these Twitter users 3. Vine exposure: number of followers of Vine creator
  25. 25. 25/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Popularity Aspects Hypothesis: high amount of shares on Twitter can be linked to more popular Vine video Correlations between factors measured based on Pearson method Twitter shares Twitter exposure Vine exposure Likes 0.29 0.07 0.60 Revines 0.32 0.08 0.46 Comments 0.31 0.07 0.39 Low correlation between amount of shares on Twitter and Vine popularity measures.
  26. 26. 26/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Popularity Aspects Hypothesis: number of shares on Twitter shortly after the video’s creation can be linked to a higher video popularity Figure depicts number of shares on Twitter after one hour and likes on Vine after one week
  27. 27. 27/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Attention Aspects Analyze amount of user attention received by a Vine video Hypothesis: attention span is short and peaks shortly after its creation Evolution of number of likes on Vine
  28. 28. 28/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Attention Aspects Evolution of number of shares on Twitter Analyze amount of user attention received by a Vine video Hypothesis: attention span is short and peaks shortly after its creation
  29. 29. 29/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  30. 30. 30/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Conclusions First large-scale academic measurement study on Vine Collection of ~ 850,000 tweets containing ~425,000 unique Vine videos 34% of Vine videos in our dataset contain atleast one hashtag Content is highly personal, created for entertainment purposes Twitter cannot be used as a measure for the popularity of a Vine video User attention peaks shortly after the creation but continues even after weeks
  31. 31. 31/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 1. Introduction 2. Vine 3. Data Collection 4. Characteristics & Popularity Aspects 5. Conclusions 6. Future Research Directions Outline
  32. 32. 32/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Future Research Directions Investigate what portion of Vine videos is news- or event-related How can these be used to enhance news stories. Create a (geo-based) hashtag recommendation and categorization system Make use of content (visual) and context (textual) information Leverage user mentions to detect community formation By using mentions in description and faces in video
  33. 33. 33/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Future Research Directions Create personalized television channels Based on hashtags and user preferences Compare short-form video usage on Vine with short-form video usage on Instagram and YouTube
  34. 34. 34/34 ELIS – Multimedia Lab Short-form Video on Vine: Overview and Applications Baptist Vandersmissen 01/04/2014 Questions?

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