Health Education via YouTube: Characteristics of Successful Antismoking Videos

Timely, accurate, and relevant health education that facilitates lifestyle changes in targeted populations is a public health imperative [44]. Paek, Kim & Hove [27] reported that for decades, antismoking campaigns in the US have successfully reduced the number of adult smokers, except for young adults, aged 18-24. Progress with this at risk population remains limited. Scientists report that smoking avoidance or cessation before age 30 can eliminate more than 90% of the cancers associated with smoking. According to Jha [16], those who stop smoking are as successful in avoiding cancer as those that never start smoking, so reaching people in this critical age range is essential. However, at risk 18-30 year olds may not seek antismoking information because as young, healthy people, they do not consider themselves at risk; they do not use tobacco and have no interest in learning about the associated risks; or they enjoy using tobacco and don’t want to stop. Social media venues foster user acquisition of the most current health information available, engagement with other users facing the same issues, and the opportunity for users to actively manage their own health [38]. While 18-30 year olds actively use social media for entertainment, social engagement, relaxation, and information exchange [17], will they view social media as viable sources of important health information? This study examines 5 highly viewed antismoking videos available on YouTube (6/20/12) and seeks to provide academic face validation of the list of the top ten viral video characteristics designated by Mani Karthik on DailyBloggr.com in May of 2010. This scale has not been the focus of an academic study to date, and has not been applied specifically to antismoking health videos, but can potentially provide useful guidelines for health educators interested in capitalizing on the scope and use of this venue by 18-30 year olds.