An Irresistible Charm: How Short Videos Capture Attention and Win User's Heart

The emergence of short video platforms has reshaped the way users engage with digital content, prompting discussions about the elements that impact viewer satisfaction. This research seeks to examine how video characteristics, including creator personalization, trustworthiness, topic, attractiveness, usefulness, and enjoyment, on user satisfaction in watching short videos. This research employs a quantitative method using a questionnaire involving 434 respondents from Indonesia, who are active short video platform users. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine the relationships between variables. The results indicate that trust in the creator, content attractiveness, and enjoyment have a significant impact on user satisfaction, while creator personalization and video usefulness also enhance audience engagement and loyalty. These findings confirm that user satisfaction in watching short videos is influenced not only by visual and technical aspects but also by emotional and social elements in the interaction between creators and audiences. The results of this study can serve as a guide for content creators and digital platforms in developing strategies for producing and distributing short videos to enhance user experience.