Table 4.
Video characteristics by dataset
| Top Videos (n = 754) |
Vaccine Sceptics (n = 180) |
Total (n = 934) |
||||
|---|---|---|---|---|---|---|
| n | % | n | % | n | % | |
| Number of single users | 510 | 29 | 539 | |||
| Play count, median (IQR) | 24,600 (12,800–56,200) | 320 (10–2018) | 19,600 (10,800–50,300) | |||
| Share count, median (IQR) | 58 (17–224) | 2 (0–16) | 51 (12–195) | |||
| Comment count, median (IQR) | 73 (28–180) | 2 (0–8) | 57 (15–163) | |||
| COVID-19 or COVID-19 vaccine banner | 579 | 76.8% | 47 | 26.1% | 626 | 67.0% |
| Q&A style | 108 | 14.3% | 19 | 10.6% | 127 | 13.6% |
| Trend or challenge style | 157 | 20.8% | 0 | 0.0% | 157 | 16.8% |
| Engaging music/lip sync | 397 | 52.6% | 79 | 43.9% | 476 | 51.0% |
| Video format | ||||||
| Face to Camera | 512 | 67.9% | 28 | 15.6% | 540 | 57.8% |
| Video or image with on-screen text | 208 | 27.6% | 114 | 63.3% | 322 | 34.5% |
| Video without text | 22 | 2.9% | 10 | 5.6% | 32 | 3.4% |
| Image without text | 5 | 0.7% | 12 | 6.6% | 17 | 1.8% |
| Infographic | 7 | 0.9% | 16 | 8.9% | 23 | 2.5% |
| Type of vaccine | ||||||
| anti-COVID-19 | 694 | 92.0% | 171 | 95.0% | 865 | 92.6% |
| other | 60 | 8.0% | 9 | 5.0% | 69 | 7.4% |
| Information source | ||||||
| Social media posts | 13 | 1.7% | 17 | 9.4% | 30 | 3.2% |
| Mainstream media | 73 | 9.7% | 90 | 50.0% | 163 | 17.5% |
| Institutions (non scientific) | 9 | 1.2% | 3 | 1.7% | 12 | 1.3% |
| Institutions (scientific) | 17 | 2.3% | 3 | 1.7% | 20 | 2.1% |
| Unspecified source of information | 26 | 3.5% | 14 | 7.8% | 40 | 4.3% |
| No information source reported | 615 | 81.6% | 53 | 29.4% | 668 | 71.5% |
| Video’s topic | ||||||
| Safety | 378 | 50.1% | 93 | 51.7% | 471 | 50.4% |
| Efficacy | 82 | 10.9% | 24 | 13.3% | 106 | 11.3% |
| Herd immunity | 16 | 2.1% | 0 | 0.0% | 16 | 1.7% |
| Strategy | 79 | 10.5% | 6 | 3.3% | 85 | 9.1% |
| Conspiracy | 33 | 4.4% | 36 | 20.0% | 69 | 7.4% |
| Freedom of choice | 22 | 2.9% | 17 | 9.4% | 39 | 4.2% |
| Health Literacy | 50 | 6.6% | 0 | 0.0% | 50 | 5.4% |
| Other | 94 | 12.5% | 4 | 2.2% | 98 | 10.5% |
| Personal Storytelling | 186 | 24.7% | 4 | 2.2% | 190 | 20.4% |
| Tone of voice | ||||||
| Neutral | 101 | 13.4% | 5 | 2.8% | 106 | 11.4% |
| Enthusiastic | 59 | 7.8% | 1 | 0.6% | 60 | 6.4% |
| Encouraging | 54 | 7.2% | 0 | 0.0% | 54 | 5.8% |
| Supportive/empathic | 32 | 4.2% | 0 | 0.0% | 32 | 3.4% |
| Questioning | 17 | 2.2% | 0 | 0.0% | 17 | 1.8% |
| Polemical/complaining | 105 | 13.9% | 142 | 78.9% | 247 | 26.5% |
| Worried | 27 | 3.6% | 23 | 12.8% | 50 | 5.3% |
| Ironic | 349 | 46.3% | 9 | 5.0% | 358 | 38.3% |
| Other | 10 | 1.3% | 0 | 0.0% | 10 | 1.1% |
| Stance | ||||||
| Promotional | 305 | 40.5% | 0 | 0.0% | 305 | 32.7% |
| Neutral | 85 | 11.3% | 2 | 1.1% | 87 | 9.3% |
| Discouraging | 73 | 9.7% | 172 | 95.6% | 245 | 26.2% |
| Ambiguous | 23 | 3.1% | 0 | 0.0% | 23 | 2.5% |
| Indefinite/ironic | 256 | 33.9% | 3 | 1.7% | 259 | 27.7% |
| Other | 12 | 1.6% | 3 | 1.7% | 15 | 1.6% |