Unleashing Virality: The Complex Forces Behind The Success of Short Videos In Indonesia

In the digital era, short videos have become an increasingly popular marketing strategy, particularly in capturing audience attention and enhancing user engagement. This study analyzes the video characteristics that influence user engagement with short video content, focusing on the mediating role of attitude towards influencers and satisfaction. This research employs a quantitative approach, collecting data through a survey of 434 respondents in Indonesia who are active social media users and frequently consume short videos. The research model is tested using regression analysis and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to identify key factors influencing user engagement. The findings reveal that trustworthiness and attractiveness significantly influence attitude towards influencers, while post timing affects both attractiveness and trendiness. Additionally, trendiness and usefulness play a crucial role in shaping satisfaction. Ultimately, both attitude towards influencers and satisfaction significantly impact user engagement. These insights provide valuable guidance for content creators and digital marketers in designing more effective short video strategies to enhance audience interaction and satisfaction.