EVALUATION OF A YOUTUBE CHANNEL FOR SCIENTIFIC DISCLOSURE ON AGRIBUSINESS

Abstract

This research analyzed the efficiency of a channel on the Youtube platform as a strategy for scientific dissemination and rural extension. The channel was created at the end of 2018 and the last video published in March 2021, totaling 58 videos. Through the metrics made available by Youtube Analytics, the information related to the channel, the audience, the searches on the platform and the engagement of the public were analyzed. Regarding the channel's metrics, an average of 15 minutes of total viewing duration, 144 subscriptions obtained and 8 lost. The audience metrics show that the channel has WhatsApp ©, Gmail ©, university website and Google © research as its main external sources. Furthermore, there is an audience, mostly female, Brazilian, between 18 and 24 years old, with access mainly by cell phone, computer and TV. The channel searches were more relevant than those coming from the platform itself, in addition to direct or unknown origin, they had a longer average duration and hours watching, but a lower viewing rate. In the engagement, the use of the elements of the final screen was positive and more used after such confirmation, in addition, in the majority of the videos, they generated positive interactions with a majority of “I liked” instead of “I didn’t like”. We concluded, therefore, that in matters of scientific dissemination the channel gained relevance when observing the growing metrics in relation to the public, however in relation to the rural extension, the same relevance was not verified since the age of the public doesn’t match that which generally the producers present, making it necessary to analyze and correct this problem. Furthermore, it highlights the need for further research to understand better ways of engaging the public.