Content analysis of antismoking videos on YouTube

Focusing on several message features that are prominent in antismoking campaign literature, this content-analytic study examines 934 antismoking video clips on YouTube for the following characteristics: message sensation value (MSV) and three types of message appeal (threat, social and humor). These four characteristics are then linked to YouTube’s interactive audience response mechanisms (number of viewers, viewer ratings and number of comments) to capture message reach, viewer preference and viewer engagement. The findings suggest the following: (i) antismoking messages are prevalent on YouTube, (ii) MSV levels of online antismoking videos are relatively low compared with MSV levels of televised antismoking messages, (iii) threat appeals are the videos’ predominant message strategy and (iv) message characteristics are related to viewer reach and viewer preference.