Keepin' it Reel: Investigating how Short Videos on TikTok and Instagram Reels Influence View Change

Abstract

Novel short video platforms such as TikTok and Instagram Reels often entertain, can inform and may persuade. Recent human-information interaction research has demonstrated the potential for information encounters on social media to sow the seeds of view change. However, little research has examined the role of this new type of social media platform in view change. To examine this role, we conducted a two-week diary study, followed by interviews, with 12 regular users of TikTok and Instagram Reels. All participants reported viewing videos that influenced their views. They predominantly passively encountered these videos on their personalized feeds, rather than actively seeking them. Content v..