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SocInfo2018 final

Talk presented for the "Like at first sight" at 2017 Conference on social informatics at Oxford

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SocInfo2018 final

  1. 1. Like At First Sight: Understanding User Engagement with Micro- Videos Sagar Joglekar, Nishanth Sastry, Miriam Redi 1
  2. 2. 2
  3. 3. 3 Understand how users engage and what drives the engagement with this new form of social media
  4. 4. Why ? 4
  5. 5. The Questions • How do users engage with these short videos ? • How micro videos gain popularity ? 5
  6. 6. TL;DR User engagement in Micro Videos: Faces engage us First 2 seconds matter Social influence matters, but not at the top 6
  7. 7. The Data • Vine: • ~ 15k Popular videos for ground truth of popularity • ~ 120k videos across the population • Almost all videos crawled for 4 weeks • Likes, Reposts, Comments, Social interactions 7
  8. 8. Experiment steps: Extract Features Evaluate importance of each feature for predicting engagement (like, repost) Figure out do they correlate temporaly ? 8
  9. 9. Features Frame Sentiment* Sound Aesthetics Visual Aesthetics Social Effect Engagement 9* Borth, Damian, et al. "Sentibank: large-scale ontology and classifiers for detecting sentiment and emotions in visual content." Proceedings of the 21st ACM international conference on Multimedia. ACM, 2013.
  10. 10. Variation of feature importance f1 f2 f3 . . . . . f27 Video Dataset Random Forrest Classifier Dichotomize for Engagement metric C11 C21 C31 . . . . . C271 C1N C2N C3N . . . . . C27N … Harden Engagement Threshold Feat. Importance
  11. 11. Social doesn't matter at the top: 11 Content takes over
  12. 12. Amongst content: Faces matter 12
  13. 13. Faces Engage us: 13 %age of frames with faces
  14. 14. TL;DR 14
  15. 15. 15
  16. 16. Repercussions Rise in predictive advertising Rise of Innovative creative methods Informed UI/UX design 16
  17. 17. In summary User engagement in Micro Videos: Faces engage us First 2 seconds matter Social influence matters, but not at the top 17 Thank You!!
  18. 18. Appendix 1: Classifier Performance 18
  19. 19. Appendix 2: What About Instagram? 19
  20. 20. The * https://techcrunch.com/2017/06/27/facebook-2-billion-users/ 20

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