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Analyzing the Impact of YouTube Watch Time on Higher Education Institution Promotions and Admissions

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  • Deni Adha Akbari

    (Faculty Economics and Business, Universitas Muhammadiyah Prof. DR. HAMKA.)

  • Eti Rochaety

    (Faculty Economics and Business, Universitas Muhammadiyah Prof. DR. HAMKA.)

Abstract

This study analyzes the impact of YouTube watch time on higher education institution promotions and admissions, using data from the UhamkaTV YouTube channel from January 1 to December 31, 2022. The analysis focused on the watch time (in hours) and watch time percentage for the top five videos on the channel during the specified period. The results indicate that the video "UHAMKA Online Registration 2022" garnered the highest watch time of 5,726.9 hours, accounting for 62.8% of the total watch time. This video's high watch time percentage suggests that content related to the online registration process is highly relevant and engaging for prospective students. The other videos had significantly lower watch time percentages, meaning their promotional impact may not be as significant as the first-ranked video. These findings suggest that YouTube watch time can dramatically impact the promotion and admissions of higher education institutions. Higher education institutions can leverage YouTube to provide relevant and engaging content related to admissions and academic programs to potential students. This study provides insights that can inform the development of effective YouTube marketing strategies for higher education institutions.

Suggested Citation

  • Deni Adha Akbari & Eti Rochaety, 2023. "Analyzing the Impact of YouTube Watch Time on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 123-132, April.
    • Handle: RePEc:tec:journl:v:42:y:2023:i:1:p:123-132
    DOI: 10.47577/tssj.v42i1.8692
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    References listed on IDEAS

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    More about this item

    Keywords

    social media marketing; digital marketing; youtube;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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