Barrutia Leire, Vega-Gutiérrez Jesús, Santamarina-Albertos Alba
Dermatology, Medicine and Toxicology Department, University of Valladolid, Valladolid, Spain.
Dermatology Department, Clinical University Hospital of Valladolid, Valladolid, Spain.
Clin Exp Dermatol. 2023 Jul 7;48(7):744-751. doi: 10.1093/ced/llad090.
Patients increasingly search for dermatological information on YouTube; however, the successful presence of dermatologists on this platform is limited. Audience retention is essential to ensure success, as the YouTube algorithm considers it to rank videos. To the best of our knowledge, this is the first study in dermatology that focuses on audience retention on YouTube. It is based on a real-life dermatologist-led channel.
To determine factors that influence audience retention on a dermatologist-led YouTube channel and provide insights that can help dermatologists create engaging content that becomes successful.
This research studied 137 videos. First, multiple linear regression was performed to test whether the specific video characteristics significantly predicted audience retention. Second, moments of peak retention (spikes) were identified, and their content was analysed to determine what was particularly interesting for viewers. As the videos were educational, spikes were classified into conceptual or procedural knowledge.
The average audience retention was 41.7%. Longer video length and increasing number of days from release had a negative and significant effect on audience retention, with the effect of video length (β = -0.6979; P < 0.001) being strong and that of days from release being weak (β = -0.1948; P = 0.02). Spikes were observed in 76 videos (55.5%), 68.2% of which were classified as procedural knowledge.
These data indicate that audience retention increases as video length decreases, and that viewers are essentially interested in practical information. Consequently, to increase audience retention, dermatologists should design succinct videos and deliver procedural knowledge that creates value for the public.
患者越来越多地在YouTube上搜索皮肤科信息；然而，皮肤科医生在这个平台上的成功表现有限。观众留存率对于确保成功至关重要，因为YouTube算法将其作为视频排名的考量因素。据我们所知，这是皮肤科领域第一项关注YouTube观众留存率的研究。该研究基于一个由皮肤科医生主导的真实频道。
确定影响皮肤科医生主导的YouTube频道观众留存率的因素，并提供有助于皮肤科医生创作成功的引人入胜内容的见解。
本研究分析了137个视频。首先，进行多元线性回归以测试特定视频特征是否能显著预测观众留存率。其次，确定留存率峰值时刻（尖峰），并分析其内容以确定观众特别感兴趣的内容。由于这些视频具有教育性质，尖峰被分为概念性知识或程序性知识。
平均观众留存率为41.7%。视频长度越长以及发布天数增加对观众留存率有负面且显著的影响，其中视频长度的影响较强（β = -0.6979；P < 0.001），发布天数的影响较弱（β = -0.1948；P = 0.02）。在76个视频（55.5%）中观察到尖峰，其中68.2%被归类为程序性知识。
这些数据表明，观众留存率随着视频长度的缩短而增加，并且观众本质上对实用信息感兴趣。因此，为了提高观众留存率，皮肤科医生应设计简洁的视频并提供能为公众创造价值的程序性知识。
