Media Format Matters: User Engagement with Audio, Text and Video Tweets

Li, Jamy; Ensafjoo, Mohsen

Abstract

A dataset of shortform audio-only tweets with video and text controls is used to analyze whether a tweet’s media format and topic influence user engagement with the tweet. Audio tweets were more engaging than text or video tweets by the same users, linking engagement to media format. Highly engaging audio tweets may have had different topics than highly engaging text or video tweets and different content characteristics than low engaging audio tweets. This suggests audio-based social media networks lead to higher user engagement than text and identifies content categories that users can profitably focus on to attract and engage followers.

Citation

Li, J., & Ensafjoo, M. (online). Media Format Matters: User Engagement with Audio, Text and Video Tweets. Journal of Radio & Audio Media, https://doi.org/10.1080/19376529.2024.2303482

• Journal Article Type: Article
• Online Publication Date: Jan 18, 2024
• Deposit Date: May 7, 2024
• Publicly Available Date: Jul 19, 2025
• Journal: Journal of Radio & Audio Media
• Print ISSN: 1937-6529
• Electronic ISSN: 1937-6537
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1080/19376529.2024.2303482
• Public URL: http://researchrepository.napier.ac.uk/Output/3636782