An analytical and experimental study of the energy transition discourse on YouTube

TL;DR

This study analyzes how energy transition topics are discussed on YouTube, exploring communication effectiveness, audience engagement, and the impact of language formality through content analysis and experimental comparison.

Contribution

It provides new insights into the relationship between language style, content engagement, and audience demographics in energy transition discourse on social media.

Findings

Conversational content attracts broader audiences.

Academic language increases viewer retention over time.

Younger viewers and women show higher engagement regardless of language style.

Abstract

Energy production and management face significant political, economic, and environmental challenges, yet the rise in information consumption through social media undermines the availability of reliable knowledge to the general public. This study examines the ideas discussed in the energy transition content on YouTube, assesses the most effective methods of communicating knowledge and information to the general public, and identifies the most engaged audiences. We examine videos related to the subject, analysing the themes discussed, the language used, and the emotions conveyed on YouTube, linking language formality to user engagement. To test the relationship experimentally, we uploaded original content to YouTube through two mirror channels containing the same material but using different levels of language formality. Our results indicate that conversational content reaches a broader audience, but retention rates are higher on the academic channel beyond the initial video segments. Interest in the topic varies by viewer profile, with younger individuals and women showing greater engagement regardless of language style.