Mobilne społecznościowe media audiowizualne na platformach TikTok, YouTube Shorts, Instagram Reels
Ilościowa analiza zawartości
DOI:
https://doi.org/10.33077/uw.24511617.sm.2025.3.838Słowa kluczowe:
Instagram Reels, media audiowizualne, media społecznościowe, TikTok, YouTube ShortsAbstrakt
W mobilnych społecznościowych mediach audiowizualnych pojawia się coraz więcej zróżnicowanych treści.
Cel pracy: Uzyskanie odpowiedzi na pytanie jakie materiały znaleźć można na platformach TikTok, YouTube Shorts oraz Instagram Reels.
Metody badawcze: Zastosowana została ilościowa analiza zawartości.
Wyniki i wnioski: Wyniki badania wskazują, że najpopularniejszą kategorią filmików są vlogi, na których występuje jedna osoba, najczęściej autor nagrania. Większość materiałów trwa krócej niż 15 sekund i brakuje w nich transkrypcji.
Wartość poznawcza: Badanie może stanowić wstęp do badań nad nieustannie przekształcającym się krajobrazem medialnym, w którym prym wiodą media społecznościowe.
Bibliografia
AlAfnan, M. (2025). Cultural and Behavioral Insights into European Social Media Users: Platform Preferences and Personality Types. Studies in Media and Communication, 13(1), pp. 17–30. doi:10.11114/smc.v13i1.7306 DOI: https://doi.org/10.11114/smc.v13i1.7306
Alexander, J. (2020). Instagram launches Reels, its attempt to keep you off TikTok. The Verge. Retrieved from https://www.theverge.com/2020/8/5/21354117/instagram-reels-tiktok-vine-short-videos-stories-explore-music-effects-filters
Belle Wong, J., Bottorff, C. (2023). Top Social Media Statistics And Trends Of 2025. Forbes Advisor. Retrieved from https://www.forbes.com/advisor/business/social-media-statistics
Canella, G. (2018). Video Goes Vertical: Local News Videographers Discuss the Problems and Potential of Vertical Video. Electronic News, 12(2), pp. 75–93. doi:10.1177/19312431177054 DOI: https://doi.org/10.1177/1931243117705417
DataReportal (2014). Digital 2024: Poland (2024). Retrieved from https://datareportal.com/reports/digital-2024-poland
Duan, Y., Khoury, C., Joh, U., Smith, A. O., Cousin, C., & Hemsley, J. (2024). Comparing Climate Change Content and Comments across Instagram Reels, TikTok, and YouTube Shorts and Long Videos. Proceedings of the Association for Information Science and Technology, 61(1), pp. 103–114. doi:10.1002/pra2.1012 DOI: https://doi.org/10.1002/pra2.1012
Dvir-Gvirsman, S., Sude, D., & Raisman, G. (2024). Unpacking news engagement through the perceived affordances of social media: A cross-platform, cross-country approach. New Media and Society, 26(11), pp. 6487–6509. doi:10.1177/146144482311544 DOI: https://doi.org/10.1177/14614448231154432
Gruzd, A., Roy, J. (2016). Social Media and Local Governments in Canada: An Examination of Presence and Purpose. [w:] Sobaci, M. (red.). Social Media and Local Governments: Theory and Practice. Cham: Springer, pp. 79–94. ISBN 978-3-319-17722-9. DOI: https://doi.org/10.1007/978-3-319-17722-9_5
Humphreys, L. (2013). Mobile social media: Future challenges and opportunities. Mobile Media & Communication, 1(1), 20–25. doi:10.1177/2050157912459499 DOI: https://doi.org/10.1177/2050157912459499
Instagram (2020). Introducing Instagram Reels. Retrieved from https://about.instagram.com/blog/announcements/introducing-instagram-reels-announcement
Instagram (b.d. a) Nagrywanie rolek na Instagramie i sprawdzanie ich maksymalnej długości. Retrieved from https://help.instagram.com/2720958398006062
Instagram (b.d. b). Get the latest from Instagram. Retrieved from https://business.instagram.com/blog/introducing-instagram-reels-ads
Jargon, J. (2023). This Was Supposed to be the Antidote for TikTok Brain. It's Just as Bad. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/this-antidote-for-tiktok-brain-is-also-a-problem-d20ce978
Jeljeli, R., Farhi, F., Hamdi, M. & Saidani, S. (2022). The Impact of Technology on Audiovisual Production in the Social Media Space. Academic Journal of Interdisciplinary Studies, 11(6), p. 48. doi:10.36941/ajis-2022-0148 DOI: https://doi.org/10.36941/ajis-2022-0148
Jenkins, H., Clinton, K., Purushotma, R., Robison, A. & Weigel, M. (2009). YouTube as a participatory culture. Buckinghan, D.; Willett J. (Red.). Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, pp. 165–185. DOI: https://doi.org/10.7551/mitpress/8435.001.0001
Jupowicz-Ginalska, A., Kisilowska-Szurmińska M., Iwanicka, K., Baran, T., Wysocki, A., Dudziak-Kisio, M.,... Witkowska, M (2022). FOMO 2022. Polacy a lęk przed odłączeniem. Warszawa: Wydział Dziennikarstwa Informacji i Bibliologii Uniwersytetu Warszawskiego. Pobrane z https://fomo.wdib.uw.edu.pl/download/2807/
Kajtoch, W. (2023). Leksykalna ilościowa analiza zawartości jako technika badania języka prasy. Rocznik Medioznawczy, 2023 (2), s. 8–36, Kraków: Polska Akademia Umiejętności.
Kaplan, A.M., Haenlein M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, Vol. 53, pp. 59–68, Bloomington: Kelley School of Business, Indiana University. doi:10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Kaznowski D. (2010). Podział i klasyfikacja social media. Networked Digital Age. Pobrane z https://networkeddigital.wordpress.com/2010/05/10/podzial-i-klasyfikacja-social-media/
Liao, S., Widowati, R. & Lee, C. (2024). Data mining analytics investigation on TikTok users’ behaviors: social media app development, Library Hi Tech, 42(4), pp. 1116–1131. doi:10.1108/LHT-08-2022-0368 DOI: https://doi.org/10.1108/LHT-08-2022-0368
Manicki, J. (2019). Preferencje użytkowników tradycyjnej i internetowej telewizji na podstawie badań ankietowych. Naukowy Przegląd Dziennikarski, 2019(1), s. 7–20.
Manovich, L. (2017). Instagram and Contemporary Image. Retrieved from https://manovich.net/index.php/projects/instagram-and-contemporary-image
Mulier, L., Slabbinck, H., & Vermeir, I. (2021). This Way Up: The Effectiveness of Mobile Vertical Video Marketing. Journal of Interactive Marketing, 55(1), pp. 1-15. doi:10.1016/j.intmar.2020.12.002 DOI: https://doi.org/10.1016/j.intmar.2020.12.002
Müller-Roden, K. & Reich, V. (2022). Video Consumption on Smartphones: Does a Vertical Video Format Affect the Immersive Experience? Communications in Computer and Information Science, pp. 92–99. doi:10.1007/978-3-031-06417-3_13 DOI: https://doi.org/10.1007/978-3-031-06417-3_13
Navarro-Güere, H. (2023). Vertical video. A review of the literature on communication. Revista Mediterránea de Comunicación. 14(1), pp. 69–80. doi:10.14198/MEDCOM.23028 DOI: https://doi.org/10.14198/MEDCOM.23028
Navarro-Güere, H. (2024). Vertical video on mobile devices. Case study on TikTok, Instagram Reels and YouTube Shorts, Revista de Comunicacion, 23(1), pp. 377–393. doi:10.26441/RC23.1-2024-3316 DOI: https://doi.org/10.26441/RC23.1-2024-3316
Paul, K. (2020). Should you delete TikTok? Here’s what experts say about the app Trump wants to ban, „The Guardian”, ISSN 0261–3077. Retrieved from https://www.theguardian.com/technology/2020/jul/16/tiktok-video-sharing-app-should-you-delete-it
Peters, B. (2019). Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out. Buffer: All-you-need social media toolkit for small businesses. Retrieved from https://buffer.com/resources/vertical-video/
Pew Research Center (2024). Americans’ Social Media Use. Retrieved from https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/
Piao, Z. (2024) TikTok profit model analysis based on financial evaluation perspective. Exploring the Financial Landscape in the Digital Age – Proceedings of the International Conference on Financial Management and the Digital Economy, ICFMDE 2023, pp. 182–188. doi:10.1201/9781003508816-28. DOI: https://doi.org/10.1201/9781003508816-28
Reuters Institute. (2024). Reuters Institute Digital News Report 2024. Retrieved from https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2024-06/RISJ_DNR_2024_Digital_v10%20lr.pdf
Rozados, A., Calvete-Lorenzo, S. & Sosa-Fernández, R. (2023). Audiovisual Productions in Vertical Format: The Snap Originals Case. Fiction Consumption at 9:16, Palabra Clave, 26(4). doi:10.5294/pacla.2023.26.4.6 DOI: https://doi.org/10.5294/pacla.2023.26.4.6
Sadiku, M., Adebo, P. & Musa S. (2018). Mobile Social Media. International Journals of Advanced Research in Computer Science and Software Engineering, 8 (3rd ed.). Retrieved from: https://web.archive.org/web/20180710212615/http://www.ijarcsse.com/index.php/ijarcsse/article/view/558 DOI: https://doi.org/10.23956/ijarcsse.v8i3.558
Sato, M. (2023). TikTok’s new creator fund requires 10,000 followers and longer videos. The Verge. Retrieved from https://www.theverge.com/2023/5/3/23709559/tiktok-creator-fund-expansion-creativity-program-monetization
Seidel, N. (2024). Short, Long, and Segmented Learning Videos: From YouTube Practice to Enhanced Video Players. Technology, Knowledge and Learning, 29(4), pp. 1965–1991. doi:10.1007/s10758-024-09745-2 DOI: https://doi.org/10.1007/s10758-024-09745-2
SEO AI (2024). How many users on TikTok? Statistics & Facts. Retrieved from https://seo.ai/blog/how-many-users-on-tiktok
StatCounter (2024). Social Media Stats Europe. Retrieved 2024, December 26 from https://gs.statcounter.com/social-media-stats/all/europe
Statista (2024a). Number of social media users worldwide from 2017 to 2028. Retrieved 2024, December 26 from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Statista. (2024b). Leading mobile apps worldwide in YTD2024, by downloads. Retrieved 2025, January 2 from: https://www.statista.com/statistics/1285960/top-downloaded-mobile-apps-worldwide
Taleb, T., Ksentini, A., Chen, M. & Jantti, R. (2015). Coping with emerging mobile social media applications through dynamic service function chaining. IEEE Transactions on Wireless Communications, 15(4), pp. 2859–2871. doi:10.1109/TWC.2015.2512274 DOI: https://doi.org/10.1109/TWC.2015.2512274
Tang, H. & Zhang, L. (2025). Digital Age Challenge: University Students’ Excessive Use of TikTok, Studies in Media and Communication, 13(1), pp. 83–91. doi:10.11114/smc.v13i1.7056 DOI: https://doi.org/10.11114/smc.v13i1.7056
Taylor, C. (2013). Instagram Launches 15-Second Video Sharing Feature, With 13 Filters And Editing. Techcrunch. Retrieved 2025, January 2 from https://techcrunch.com/2013/06/20/facebook-instagram-video/
Torres-Toukoumidis, A.; De Santis-Piras A. (2020). YouTube y la comunicación del siglo XXI . Centro Internacional de Estudios Superiores de Comunicación para América Latina, pp. 13–21. ISBN: 978-9978-55-197-4. DOI: https://doi.org/10.16921/ciespal.14.21
TikTok (2021). Community Guidelines Enforcement Report. Retrieved from https://www.tiktok.com/transparency/en-us/community-guidelines-enforcement-2021-4/
TikTok (2024). European Union (EU) – Monthly Active Recipients Report. Retrieved from https://www.tiktok.com/transparency/en/eu-mau-2024-7/
TikTok (b.d.). Camera tools. Retrieved from https://support.tiktok.com/en/using-tiktok/creating-videos/camera-tools
Toffler, A. (1980). Trzecia Fala. (2021). Warszawa: Państwowy Instytut Wydawniczy.
Wyzowl (2024). Video Marketing Statistics 2025. Retrieved 2024, December 28 from https://www.wyzowl.com/video-marketing-statistics/
Yadav, M., Joshi, Y., Rahman, Z. (2015). Mobile Social Media: The New Hybrid Element of Digital Marketing Communications, Procedia - Social and Behavioral Sciences, 189, pp. 335–343. doi:10.1016/j.sbspro.2015.03.229 DOI: https://doi.org/10.1016/j.sbspro.2015.03.229
Yesilada, M., & Lewandowsky, S. (2022). Systematic review: YouTube recommendations and problematic content. Internet Policy Review, 11(1). https://doi.org/10.14763/2022.1.1652 DOI: https://doi.org/10.14763/2022.1.1652
YouTube (b.d.). Jak zacząć tworzyć filmy Short – YouTube – Pomoc. Pobrane z https://support.google.com/youtube/answer/10059070?hl=pl
YouTube Creators (b.d.). Usługa do tworzenia i oglądania krótkich formatów. Pobrane z https://www.youtube.com/intl/pl_ALL/creators/shorts
Zhang, N., Hazarika, B., Chen, K., Shi, Y. (2023). A cross-national study on the excessive use of short-video applications among college students. Computers in Human Behavior, 145, p. 107752. doi:10.1016/j.chb.2023.107752 DOI: https://doi.org/10.1016/j.chb.2023.107752
Pobrania
Pliki dodatkowe
Opublikowane
Jak cytować
Numer
Dział
Licencja
Prawa autorskie (c) 2025 Jan Manicki
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne 4.0 Międzynarodowe.
Publikacje na łamach „Studiów Medioznawczych” ukazują się na zasadach odpowiadających licencji Creative Commons Uznanie autorstwa-Użycie niekomercyjne 4.0 Międzynarodowe (CC BY-NC 4.0).
