Download - Vine Measurement Study
ELIS – Multimedia Lab
Baptist Vandersmissen, Fréderic Godin, Abhineshwar Tomar, Wesley De Neve, Rik Van de Walle
Multimedia Lab
Department of Electronics and Information Systems
Faculty of Engineering and Architecture
Ghent University – iMinds
Belgium
The Rise of Mobile and Social Short-Form Video: An In-depth Measurement Study of Vine
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Introduction
Widespread use of smartphones Popular social video platforms
Expected that by 2017 more than two-third of mobile data traffic will be video
Huge amount of video data Internet revenue model based on ads
What content is popular? Automatic content understanding?
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Introduction
annotated?
noisy?
people?
event-related?
First step is measurement study
Numerous challenges and ambiguities
Huge amount of video data
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
State of the Art
1. Content and Audience Analysis
Answering the who, what and when questions
2. Popularity Analysis and Prediction Analysis of the popularity distribution regarding videos
3. Social Sensing Analysis of cultural behaviour, finding points of interests or movement patterns
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
What is Vine?
Social & mobile video platform, established in January 2013. Create & distribute looping videos of up to 6 seconds. Acquired by Twitter and now plus 40 million users. Max video length resembles Twitter’s character limitation.
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
What is Vine?
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
What is Vine?
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
What is Vine?
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
What is Vine?
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Why Vine?
New and first large scale platform focusing on mobile video Potential to become social news platform
Strong connection with Twitter Open nature and easy accessible through URLs in tweets
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Data Collection
No official Vine API Use of Twitter as a gateway to access Vine videos Use of unofficial Vine API methods to extract metadata
Date fetched Date created
Tweet
Description
Location
Comments
Revines Likes
Explicit
User User
Hashtags Mentions
Followers
Following
Posts
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Data Collection
Tracked keyword “vine” on Twitter Streaming API Collected 851,039 tweets containing a Vine URL Originating from 365,188 Twitter users
425,971 unique Vine videos fetched Created by 193,355 different Vine users
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Metadata Characteristics
Vine videos can have a description containing #hashtags or @mentions
34% contains at least one hashtag (only 8% on Twitter) 9% contains at least one mention
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Metadata Characteristics
Matching of hashtags with WordNet categories
11% of hashtags can be matched to a WordNet synset
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Channel Characteristics
Vine videos can be added to a channel (i.e., a category)
Most popular categories are comedy and music Similar to YouTube’s popular categories which are entertainment and music
Channel Count (%)
comedy 60.96% music 8.93% wierd 5.27% dogs 4.46% cats 3.25%
family 2.74%
art & experimental 2.74% sports 1.88% food 1.61% special fx 1.52%
nature 1.47% urban 1.41% scary 1.27% beauty & fashion 1.09% news & politics 0.75% health & fitness 0.65%
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Popularity Characteristics
Emperical analysis of (popular) content Popularity is measured based on revines, likes, comment count Popular content is not event- or news-related However Many “big” events are described by Vine videos These can for example be used to enhance textual news articles
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Event-related Example
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Event-related Example
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Popularity Aspects
Analyze Vine video popularity based on content-agnostic factors: 1. Twitter shares: number of tweets sharing same Vine video
2. Twitter exposure: sum of followers of these Twitter users
3. Vine exposure: number of followers of Vine creator
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Popularity Aspects
Hypothesis: high amount of shares on Twitter can be linked to more popular Vine video Correlations between factors measured based on Pearson method
Twitter shares Twitter exposure Vine exposure
Likes 0.29 0.07 0.60
Revines 0.32 0.08 0.46
Comments 0.31 0.07 0.39
Low correlation between amount of shares on Twitter and Vine popularity measures.
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Popularity Aspects
Hypothesis: number of shares on Twitter shortly after the video’s creation can be linked to a higher video popularity
Figure depicts number of shares on Twitter after one hour and likes on Vine after one week
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Attention Aspects
Analyze amount of user attention received by a Vine video Hypothesis: attention span is short and peaks shortly after its creation
Evolution of number of likes on Vine
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Attention Aspects
Evolution of number of shares on Twitter
Analyze amount of user attention received by a Vine video Hypothesis: attention span is short and peaks shortly after its creation
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
30/34
ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Conclusions
First large-scale academic measurement study on Vine Collection of ~ 850,000 tweets containing ~425,000 unique Vine videos 34% of Vine videos in our dataset contain atleast one hashtag Content is highly personal, created for entertainment purposes Twitter cannot be used as a measure for the popularity of a Vine video User attention peaks shortly after the creation but continues even after weeks
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
1. Introduction
2. Vine
3. Data Collection
4. Characteristics & Popularity Aspects
5. Conclusions
6. Future Research Directions
Outline
32/34
ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Future Research Directions
Investigate what portion of Vine videos is news- or event-related How can these be used to enhance news stories. Create a (geo-based) hashtag recommendation and categorization system Make use of content (visual) and context (textual) information Leverage user mentions to detect community formation By using mentions in description and faces in video
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Future Research Directions
Create personalized television channels Based on hashtags and user preferences Compare short-form video usage on Vine with short-form video usage on Instagram and YouTube
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ELIS – Multimedia Lab
Short-form Video on Vine: Overview and Applications Baptist Vandersmissen
01/04/2014
Questions?