Metric | Total videos (n=626) |
Engagement | |
Likes per video, median (range) | 506 (1–1 600 000) |
Comments per video, median (range) | 16 (0–43 900) |
Shares per video, median (range) | 8 (0–114 400) |
Content | |
Paid, no. (%) | 48 (8) |
Branding, no. (%) | 603 (96) |
Product images, no. (%) | 427 (68) |
Branded effects, no. (%) | 257 (41) |
Sentiment | |
Positive sentiment, no. (%) | 455 (73) |
Negative sentiment, no. (%) | 16 (3) |
Neutral/unclear sentiment, no. (%) | 155 (25) |