A systematic review of short-form video characteristics influencing user engagement

Abstract

Objective: This systematic review aims to identify, evaluate, and synthesise the impact of various short-form video (SFV) characteristics on user engagement across social media platforms such as TikTok, Instagram, and YouTube amongst other platforms. Eligibility Criteria: This review included empirical studies that analysed the impact of specific SFV characteristics such as video length, textual elements, narrative structure, and other characteristics, on user behavioral, emotional, and cognitive engagement. Studies from 2016 onwards, written in English, and published in peer-reviewed journals were considered as inclusion criteria for this systematic review. Information Sources: Four databases were searched, namely Scopus, ProQuest, Web of Science, and IEEE Xplore, covering studies published up to September 2024. Risk of Bias: The risk of bias was assessed using the ROBIS tool, focusing on study relevance, methodological quality, and risk of bias across different stages of the review process. Synthesis of Results: A total of 47 studies, comprising both quantitative, qualitative, and mixed methodology research, were included. Key SFV characteristics influencing engagement were grouped into four thematic categories: T1 Visual and Auditory elements, T2 Narrative Techniques, People Presence and Emotionality, T3 Content Length and Format and T4 Content Relevance and Genres. A narrative and thematic synthesis was applied to the studies in order to identify common engagement trends amongst characteristics analysed. Limitations: The review was limited by the concentration of studies on specific platforms, especially TikTok, and a lack of cross-platform comparisons. Additionally, this review included studies with a high geographic concentration in China and USA, further limiting the generalisability of findings. Conclusion: The systematic review identified four key themes, namely, visual and auditory elements, narrative techniques, content length & format, and content relevance, as central drivers of engagement in SFVs across platforms, demonstrating that well-balanced visuals, concise narratives, and relevance to trends enhance both user attention and interaction. The findings highlight the importance of tailoring SFV content to platform and audience expectations, suggesting that a blend of emotional appeal, brevity, and trend alignment optimises engagement across diverse user contexts. Future research should focus on cross-platform studies and further explore contextual and geographical factors that moderate engagement