Effects of linguistic technique paper.xlsx

This study investigates how linguistic patterns influence audience engagement on short-form social media videos, focusing on the rhetorical devices of hyperboles and tricolons. Using opportunistic sampling from a controlled YouTube channel in the fitness niche with consistent editing and a stable seed audience, the research examined quantitative metrics including view-through rate, average percentage viewed, likes, subscribes, and shares. The findings show that hyperboles used within the first ten words, or hook, increased view-through rate by 2.27%, indicating that such exaggeration effectively captures attention in a manner similar to advertising. However, excessive hyperbole correlated with a decline in average percentage viewed, reflecting the credibility costs of overuse. Tricolons were also associated with higher engagement, particularly likes, with 58% of the increase linked to longer video length but a remaining portion attributable to the rhetorical effect of three-part phrasing. Collectively, the results demonstrate that linguistic style has a measurable impact on social media performance: hyperboles can drive initial attention but risk disengagement when overused, while tricolons foster interaction by enhancing rhythm and clarity. These insights contribute to understanding how rhetorical devices shape audience behavior on algorithm-driven platforms and carry practical implications for content creators seeking to improve engagement.