Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A study on content strategy for long-term exposure of YouTube's 'Trending'

유튜브 '인기급상승' 장기 노출을 위한 콘텐츠 전략에 관한 연구

  • Lee, Min-Young (Convergence Technology Management Innovation Center, Chungbuk National University / Department of BigData, Chungbuk National University) ;
  • Byun, Guk-Do (Department of Management, Chungbuk National University) ;
  • Choi, Sang-Hyun (Department of Management Information System, Chungbuk National University)
  • 이민영 (충북대학교 융합기술경영혁신센터, 충북대학교 빅데이터협동과정) ;
  • 변국도 (충북대학교 경영학부) ;
  • 최상현 (충북대학교 경영정보학과)
  • Received : 2022.01.25
  • Accepted : 2022.04.20
  • Published : 2022.04.28
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Abstract

This study aimed to derive a YouTube content strategy that can be exposed to Trending for a long time by comparing the features of 20 channels in the short/long term using 'YouTube Trending' data in 2021. First, through Pearson's correlation analysis, we found that various factors such as 'the number of title or tag letters' related to long-term exposure, and set this as an index to compare features. As a result, 1)'video title' of about 40-45 letters without excessive special characters, 2)'video length' within 10 minutes, 3)'Video description' is effective when writing 2-3 sentences and adding SNS information or including 3 key tags. Also, it would be more effective if you set key tag pairs such as (먹방, mukbang), (역대급, 레전드) derived through text mining. Through this, the channel will spread globally, bringing various advantages, and will be used as an indicator to evaluate the globality of the channel.

본 연구는 2021년 1년간의 유튜브 인기급상승 데이터를 활용하여 장/단기노출 20개 채널의 특징을 비교함으로 인기급상승에 장기 노출될 수 있는 유튜브 콘텐츠 전략을 도출하고자 하였다. 먼저 피어슨 상관분석을 통해 제목 글자 수, 태그 수와 같은 여러 요소들이 장기노출과 연관성이 있음을 파악하고 이를 지표로 설정해 콘텐츠 특징을 비교분석하였다. 분석 결과, 1)과도한 특수문자를 사용하지 않은 약 40-45글자 정도의 '영상 제목', 2)10분 이내의 '영상 길이', 3)2-3문장, SNS 정보 기입, 3개 정도의 핵심 태그를 포함한 '영상 설명' 등의 콘텐츠 전략을 활용할 때 인기급상승에 장기 노출될 수 있음을 알 수 있었다. 또한, 텍스트마이닝을 통해 (먹방, mukbang), (역대급, 레전드) 등의 핵심 태그 쌍을 도출하였고, 본 태그를 동시에 설정한다면 더욱 효과적이라는 결과를 얻었다. 이러한 전략을 통해 콘텐츠가 인기급상승에 장기노출 된다면 채널은 세계적으로 확산되어 구독자, 조회 수 확보 등 다방면의 이점을 가져올 것이며, 기업 측면에서는 채널의 글로벌성을 평가할 수 있는 지표로 활용될 수 있을 것이다.

Keywords

Acknowledgement

This research was funded by 「Industrial Strategic Technology Development Program (p0013990, Convergence technology diffusion type Professional Human Resources Development Project)」 of the Ministry of Trade, Industry & Energy (MOTIE, Korea). 본 논문은 2022년 산업통상자원부 및 한국산업기술진흥원(KIAT)의 연구비에 의하여 지원되었음.

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