Examining the usage of behaviour change techniques among popular YouTube fitness videos

Oral Presentation C4.2

Authors

  • Wuyou Sui University of Victoria
  • Anisa Morava Western University
  • Anna Sui Western University
  • Jason Tsang Western University
  • Ryan E. Rhodes University of Victoria

DOI:

https://doi.org/10.14288/hfjc.v14i3.665

Keywords:

YouTube, Behaviour Change Technique, Physical Activity, Digital Health

Abstract

Background: As a consequence of COVID-19, the popularity of online fitness videos on YouTube has exponentially increased. However, the extent that the most popular fitness creators/channels utilize behaviour change techniques (BCTs) in their videos, and how they may be related to engagement, is unknown. Purpose: (1) To describe the characteristics of any BCTs employed by the most popular YouTube fitness channels’ videos, (2) and to examine relationships between BCTs employed and engagement metrics. Methods: An environmental scan was used to identify eligible channels. The popularity of channels was confirmed through socialblade.com rankings. Fifteen channels were identified for extraction. The top five most popular (i.e., relevant) videos for each channel were selected and coded for BCTs, according to Michie’s 2013 BCT Taxonomy v1. Pearson’s correlations were conducted between number of BCTs and engagement metrics (i.e., views, likes, comments). Results: Fifty-four unique BCTs were used across the 75 videos. “Demonstration of behaviour” (100%) and “Instruction on how to perform the behaviour” (90.7%) were the most used BCTs. The average number of BCTs employed was 12.5±6.65 and ranged from 1 to 27. The number of BCTs used by a video was unrelated to any video engagement metric, even after controlling for subscribers (ps > 0.05). Conclusions: Most channels employed a variety of BCTs within their videos. However, the use of these BCTs was not related to engagement with the video. Future work examining other elements that contribute to engagement is warranted. Funding: None. 

Published

2021-09-30

How to Cite

Sui, W., Morava, A., Sui, A., Tsang, J., & Rhodes, R. (2021). Examining the usage of behaviour change techniques among popular YouTube fitness videos: Oral Presentation C4.2. The Health & Fitness Journal of Canada, 14(3). https://doi.org/10.14288/hfjc.v14i3.665

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