Help marketing agencies and content creators better understand the latest trends on YouTube & find what drives views and virality.
- Kaggle dataset collected from YouTube API
- Included country information from United States, Great Britain, Canada, Germany, France, South Korea, Japan, Russia, and Mexico
- Date range was Nov. 2017- June 2018
- Time zone used was GMT +1 (Glasgow, Great Britain)
- Extract- Kaggle, Excel
- Transform- Python, Jupyter Notebook, SQL, Tableau
- Load- Tableau
- Machine Learning- Google Colab, XGBoost
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What types of trending content are people most likely to watch and/or engage with?
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Are there specific channels/events marketers should work with/sponsor?
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When should content creators post their videos to have a higher chance of trending? Is there a posting strategy to consider?
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Can we statistically prove the most important factors that go into making a video trend?
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People watch music/entertainment, but engage with causes they care about
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Trending happens immediately, but chances are better posting on a weekday.
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Tags are critical to trending while subscribers are not as valuable
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Music drives views, causes drive engagement
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First 24 hours are key
- Instead of looking up what increases views, we wanted to see what increased engagement. Therefore, we focused on how to increase 'Like' count
- Using regression methods like Lasso, Elastic Net, Ridge, and XGBoost, we were able to confine our variables to a 78-83% R square which gives us confidence in the fit of the line.
- View count, dislike count, comment count, number of tags, tags in description, and external website links in description all factored into predicting higher 'Like' count.
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While aligning with music video releases are a sure way to reach a wider audience, brands should also look to work with content creators that drive engagement given it may be a more cost-efficient way to reach audiences who are very leaned in
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Post on weekdays to maximize opportunity for trending
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Getting a video to trend is critical for movie campaigns to get incremental views
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Marketers should make sure they have a good tagging strategy in place to increase their chances at gaining likes → virality
Our Slides and Visualizations can be found here: https://docs.google.com/presentation/d/1dOlPg_edCZL9FTaLHF2NVNUrv79g9obzRtLnynRUXKA/edit#slide=id.g8b9b2062a4_0_166