Where are the ‘key’ words? Optimizing multimedia textual attributes to improve viewership

Tatiana Pontes, Elizeu Santos-Neto, Jussara Almeida, Matei Ripeanu


Multimedia content is central to our experience on the Web. Specifically, users frequently search and watch videos online. The textual features that accompany such content (e.g., title, description, and tags) can generally be optimized to attract more search traffic and ultimately to increase the advertisement-generated revenue.

This study investigates whether automating tag selection for online video content with the goal of increasing viewership is feasible. In summary, it shows that content producers can lower their operational costs for tag selection using a hybrid approach that combines dedicated personnel (often known as ‘channel managers’), crowdsourcing, and automatic tag suggestions. More concretely, this work provides the following insights: first, it offers evidence that existing tags for a sample of YouTube videos can be improved; second, this study shows that an automated tag recommendation process can be efficient in practice; and, finally it explores the impact of using information mined from various data sources associated with content items on the quality of the resulting tags.


video popularity; social tagging; crowdsourcing; hypertext

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DOI: https://doi.org/10.5210/fm.v20i3.5628

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