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 verification was limited, with many participants voicing (potentially misplaced) trust in influencers and accessible experts. Reassuringly though, some participants demonstrated a higher level of critical engagement. Overall, our findings highlight the strong persuasive power of short video platforms and the risk they may be used to misinform or manipulate. Based on our findings, we discuss key implications for research and platform design.