The Message Matters: OSU Studies Social Media Posts

A new study found that people are better persuaded by the messages of social media post more so than by how many other users have viewed the post.

The study found that when people watched a YouTube video that was for or against e-cigarettes their amount of persuasion wasn’t affected by how many people viewed the video even if the difference was between a million views or fewer than 20.

What persuaded viewers’ opinion of the message was their perception of how truthful or believable the video was.

While some might have expected it, there was no bandwagon effect, meaning viewers believed something to be true just because lots of other people watched it. The message itself was far more important.