Cracking the Code: Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity
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As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n","disqusIdentifier":"16726 https://ww2.kqed.org/about/?p=16726&preview=true&preview_id=16726","disqusUrl":"https://ww2.kqed.org/about/2021/12/21/how-women-engage-with-deep-look-a-facebook-test/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":2808,"hasGoogleForm":false,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":66},"modified":1644363027,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images.","title":"How Women Engage with Deep Look: A Facebook Science Content Experiment | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"How Women Engage with Deep Look: A Facebook Science Content Experiment","datePublished":"2021-12-21T11:45:39-08:00","dateModified":"2022-02-08T15:30:27-08:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"how-women-engage-with-deep-look-a-facebook-test","status":"publish","excludeFromSiteSearch":"Include","subhead":"How Women Engage with Deep Look: A Facebook Science Content Experiment","showOnAuthorArchivePages":"No","WpOldSlug":"whats-keeping-women-from-watching-deep-look","path":"/about/16726/how-women-engage-with-deep-look-a-facebook-test","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cb>Background and Overview\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">With a grant from the National Science Foundation, KQED Science, a unit of the San Francisco-based public media organization, had the opportunity to work with science communication researchers to better understand how to engage audiences with science content. As a part of the grant, KQED Science’s engagement team worked closely with researchers to dive deeper into audience engagement focusing on Deep Look, KQED’s popular YouTube science video series about small animals and the natural world. The series gives viewers an up-close perspective of creatures like spiders, hairworms, mites and ladybugs with its 3-4 minute videos shot in ultra-high definition. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">More specifically, Facebook’s advertising platform provides us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences \u003c/span>\u003cspan style=\"font-weight: 400;\">and\u003c/span>\u003cspan style=\"font-weight: 400;\"> audiences we were missing.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this post, we’ll review some of the highlights of our Facebook experiments and findings relating to audience engagement with different types of Deep Look titles and images. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our digital video audience research specifically looked at the problem of gender disparity for our Deep Look series. Deep Look viewers are majority men with women representing only 30% of the audience. Our research is an effort to address this disparity. To summarize the findings from the research, here’s the gist of Deep Look’s questions that we were exploring in our Facebook experiments:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Is disgust sensitivity a factor in why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype threat:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Will including an image of a woman in the thumbnails of our Deep Look episodes encourage more women to click on the video link to watch the video?\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Titles: \u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\">How does including titles that have more of a health and sex/mating theme affect women’s engagement? (FYI — why are we asking this question? Read the full findings here.) \u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Our Facebook experiments are complementary to the following Deep Look research conducted under our \u003c/span>\u003ca href=\"https://www.kqed.org/crackingthecode\">\u003cspan style=\"font-weight: 400;\">NSF grant\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Cracking the Code,\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\"> and summarized in the following blog posts: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> .\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers\u003c/span>\u003c/a>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">\u003cspan style=\"font-weight: 400;\">Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To learn more about our methods and learnings, read on!\u003c/span>\u003cb>\u003c/b>\u003c/p>\n\u003cp>\u003cb>Audiences\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The design for all of our research is based on a “science curiosity scale,” a survey developed by Dan Kahan (Yale University), Asheley Landrum (Texas Tech University), and their collaborators, that predicts interest in science and identifies existing and missing audiences that are science inclined, but perhaps not engaging with KQED science media. To learn more about the science curiosity scale, \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\">\u003cspan style=\"font-weight: 400;\">click here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To find our “science curious” audience on Facebook and to have a baseline of a “general interest” audience, we specified four different target groups on the platform, all in the U.S.: \u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ unselected interest (general interest)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women aged 18+ interested in Science and Nature (Science curious)\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In order to focus on the women and men interested in Science and Nature, we selected “Science” and “Nature” in the detailed targeting section of the Facebook advertising platform as seen in the figure below. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We wanted to see the difference in engagement on the different Deep Look Facebook posts among men and women in general, and among men and women who had Science and Nature listed in their interests on their Facebook profile. See figure below for a screenshot sample of the ad targeting on Facebook:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16731\" class=\"wp-caption aligncenter\" style=\"max-width: 638px\">\u003cimg class=\"wp-image-16731 size-full\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png\" alt=\"Figure: Screenshot of Facebook Ad setting example\" width=\"638\" height=\"646\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting.png 638w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/fb-setting-160x162.png 160w\" sizes=\"(max-width: 638px) 100vw, 638px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ad setting example\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Creating the Ad Campaigns\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An ad campaign is a group of ad sets and ads that share the same metric objectives such as Traffic, Engagement, Lead Generation, Video Views, and more. In creating an ad set, you are required to define your reach, budget, schedule, and most importantly, target audience. Once the ad sets have been created and the target audience and reach has been identified, the actual ads need to be created. The links, photos, descriptions, titles, and other aspects of the creatives are finalized in the ads section. For example, when we designed the Deep Look titles test on Facebook, we structured it as below: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16732\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16732\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png\" alt=\"\" width=\"800\" height=\"449\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-800x449.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-160x90.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart-768x431.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/ad-campaign-chart.png 1000w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Ad Campaign Structure on Facebook\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>Measuring Metrics\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The two metrics we focused on were the number of landing page views and the total reach of each ad. Landing page views refer to the number of times a person clicked on one of the ads and successfully loaded the destination webpage (here, our Deep Look page on KQED.org). Reach refers to the number of people who saw an ad at least once. For a full list of metric definitions provided by the Facebook advertising platform, please go\u003c/span>\u003ca href=\"https://www.facebook.com/business/help/447834205249495\">\u003cspan style=\"font-weight: 400;\"> here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">We analyzed the ratio of these two metrics: the Result Rate and the Difference in Result Rate. Result Rate is the percent of people reached who successfully opened the landing page. The Result Rate, thus, serves as a measure of the success of the ad campaign and is calculated using the following formula:\u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Result Rate (%) = Landing Page Views / Reach*100\u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">To evaluate the relative success of the ad campaigns, we compared the result rates across all four target audiences by calculating the difference in result rates. The formula is as below: \u003c/span>\u003c/p>\n\u003cp>\u003cem>\u003cspan style=\"font-weight: 400;\">Difference in Result Rate (%) = Result Rate (Constant) - Result Rate (Variable) \u003c/span>\u003c/em>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In addition to measuring the landing page views and reach, we also conducted a thematic analysis on the comments on the different ads and noted that in our findings. \u003c/span>\u003c/p>\n\u003cp>\u003cb>Experiment Conditions: The Different Ad Sets & Learnings\u003c/b>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Research Question: Is disgust sensitivity a factor why women decide not to click on our Deep Look content? Are “disgusting” titles less appealing to women? The hypothesis is that women are less likely to choose to watch a video based on the title when the title suggests the content may be \"disgusting.\"\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this Facebook test, the Deep Look \u003c/span>\u003ca href=\"https://www.kqed.org/science/1936465/turret-spiders-launch-sneak-attacks-from-tiny-towers\">\u003cspan style=\"font-weight: 400;\">“Turret Spiders”\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> episode, used in an earlier \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">research study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">, was used to test this disgust sensitivity hypothesis. To conduct the earlier study altered titles were created — ones that were more disgusting and ones that were less disgusting than the original title —- to compare which titles were preferred by women. For the FB study, we used the A/B testing function on the Facebook advertising tool using these altered titles with the goal to drive page views to the Turret Spider episode. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The original and altered titles were as follows:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For this Facebook study, we hypothesized that fewer women would click through to the episode with the most disgusting title compared to men. That is, the results rate for women would be lower than the results rate for men. Furthermore, we predicted that more women would click through to the site who saw the least disgusting title than those who saw the most disgusting title. \u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Disgust Sensitivity: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, people were most engaged with the Original Title (Turret Spiders Launch Sneak Attacks From Tiny Towers). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by women from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The Result Rate Difference is calculated by the following formula: \u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Least Disgusting Result Rate \u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">OR\u003c/span>\u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400;\">Result Rate Difference = Original Title Result Rate - Most Disgusting Result Rate\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for table of the Result Rates among our women audiences: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16733\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16733\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png\" alt=\"\" width=\"800\" height=\"291\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-800x291.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-160x58.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table-768x280.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-data-table.png 906w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates among our women audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Ranking of titles clicked by men, from most clicked to least clicked:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Original Title: Turret Spiders Launch Sneak Attacks From Tiny Towers\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Most Disgusting: Turret Spiders Literally Suck the Life Out of Their Liquefied Prey\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Least Disgusting: This Tiny Spider Plays 'I Spy' From Her Forest Castle\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for a table of Result Rates for our Men audiences:\u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16734\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16734\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png\" alt=\"Result Rates for our Men audiences\" width=\"800\" height=\"312\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-800x312.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-160x62.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table-768x300.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/men-disgust-data-table.png 902w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Result Rates for our Men audiences\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for women:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women showed more approval for the “Least Disgusting Title” episode, and had less disgust reaction based on their comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title elicited more disgust among women as evidenced by their comments (“Creepy!” “Gross!” “Ew ...”)\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” also generated some disgust reaction, but less than the most disgusting titles (“\u003c/span>\u003cspan style=\"font-weight: 400;\">Yuck, creepy” “Ok that's creepy\u003c/span>\u003cspan style=\"font-weight: 400;\">” “\u003c/span>\u003cspan style=\"font-weight: 400;\">Ugly little critters! Yuck!”\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">There was some humor in the comments: \u003c/span>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Turret Spiders Literally Suck the Life Out of Their Liquefied Prey → \"so much like human toddlers.\" \u003c/span>\u003c/li>\n\u003c/ol>\n\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Comment analysis for men:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">For the “Least Disgusting” title: there was not a lot of disgust reaction with comments like \"just squish it … squash that thing!\" \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Most Disgusting” title didn’t show a lot of disgust reaction from men. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">The “Original Title” didn’t generate a lot of comments even though it generated better engagements.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for screenshots of the conditions in this Facebook ad experiment. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16735\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16735\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png\" alt=\"Facebook Ad Screenshots for the “Disgust Sensitivity” test\" width=\"800\" height=\"345\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-800x345.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-1020x440.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-160x69.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot-768x331.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/disgust-screenshot.png 1030w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Disgust Sensitivity” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cb>\u003ci>Stereotype threat: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Question: Will including an image of a woman in the thumbnail of our Deep Look episodes encourage more women to click on the link? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Drawing on the research findings from previous studies, having female role models — formal or informal — in STEM fields has been shown to reduce \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view\">\u003cspan style=\"font-weight: 400;\">stereotype threat impacts\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. Stereotype threat is defined as a perceived negative stereotype being reinforced by a particular group (\u003c/span>\u003ca href=\"https://www.sciencedirect.com/science/article/abs/pii/S0022103198913737?via%3Dihub\">\u003cspan style=\"font-weight: 400;\">Spencer et al., 1999\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">). For example, there is a longstanding stereotype regarding women and math ability, with some literature finding that this negative stereotype can influence performance of women in standardized testing scenarios. This makes us think: Do women feel like our science videos aren’t FOR them? Even though \u003c/span>\u003ca href=\"https://www.kqed.org/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look\">\u003cspan style=\"font-weight: 400;\">an earlier CTC study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\"> did not find conclusive evidence that having a woman represented in YouTube thumbnails encourages more women to click on an episode, we decided to run a similar test on Facebook to test this hypothesis again. Note that this study used different images than the previous CTC study.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>Stereotype Threat: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In this experiment, we wanted to be sure to use an episode of Deep Look that featured a female figure. And since the coronavirus was the topic on people’s minds at the time, we decided to test with Deep Look’s coronavirus episode titled “\u003c/span>\u003ca href=\"https://www.youtube.com/watch?v=aWw_6NyKTVwv\">\u003cspan style=\"font-weight: 400;\">How The Coronavirus Attacks Your Lungs.\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">”\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail that included an image of a woman generated more engagements (based on our measurement of metrics explained above). It is important to note that this difference could be due to seeing a person (versus not seeing a person).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">See below for the two conditions of the ad experiment: \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16736\" class=\"wp-caption aligncenter\" style=\"max-width: 553px\">\u003cimg class=\"size-full wp-image-16736\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png\" alt=\"Facebook Ad Screenshots for the “Female Lead” test\" width=\"553\" height=\"459\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot.png 553w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/lung-screen-shot-160x133.png 160w\" sizes=\"(max-width: 553px) 100vw, 553px\" />\u003cfigcaption class=\"wp-caption-text\">Facebook Ad Screenshots for the “Female Lead” test\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cspan style=\"font-weight: 400;\">An analysis of the comments posted on these two ads found that:\u003c/span>\u003c/p>\n\u003col>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Across all audiences, in general, we saw approval for the information in the video.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men, in general, were more inclined to comment about the virus being fake, the ineffectiveness of masks, and distrust in health care workers. Although many counterarguments were listed in the comments.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women with science and nature interests talked more about masks as a means of protection and encouraged people to wear them.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women, in general, approved and said the video was informative.\u003c/span>\u003c/li>\n\u003c/ol>\n\u003cp>\u003cb>\u003ci>Title Alteration: Ad Sets\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">After coding and categorizing 100 Deep Look titles by gender and number of views on YouTube, the Texas Tech research team found that certain titles seem to engage women to watch certain episodes more than others (see \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view\">\u003cspan style=\"font-weight: 400;\">CTC Report #4a\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">).\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">One of the key findings was health/home and sex/mating titles seemed to be of more interest to women than other titles. For a more in-depth description of what we found in the earlier Deep Look titles research, please go \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400;\">here\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400;\">. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">For our Facebook test, we used the same research method by testing different titles, targeting different audiences to see if women did indeed prefer health/home and sex/mating-related titles. See a table below of the different titles used in these tests: \u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"size-medium wp-image-16737 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/list-of-titles.png 868w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The figure below shows a screenshot of some of our different title tests. Take note that the images for each ad test remained constant. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16738\" class=\"wp-caption aligncenter\" style=\"max-width: 740px\">\u003cimg class=\"size-full wp-image-16738\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png\" alt=\"Screenshot of Facebook Ads for the Deep Look Titles Experiment\" width=\"740\" height=\"473\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2.png 740w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-2-160x102.png 160w\" sizes=\"(max-width: 740px) 100vw, 740px\" />\u003cfigcaption class=\"wp-caption-text\">Screenshot of Facebook Ads for the Deep Look Titles Experiment\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cimg class=\"size-medium wp-image-16739 aligncenter\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png\" alt=\"\" width=\"800\" height=\"506\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-800x506.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-160x101.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot-768x486.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/titles-screenshot.png 824w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>\u003cb>\u003ci>Title Alteration: Findings & Learnings\u003c/i>\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">In general, here are the key takeaways from the Deep Look titles Facebook experiment: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences as described in the “Audiences” section of this post. \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men and Women, in general, prefer the original titles, except in the case of the Caddisfly and Porcupine episodes.\u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cspan style=\"font-weight: 400;\">Men interested in Science and Nature prefer the original titles, except in the case of the Spider, Caddisfly, and Snail episodes. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Overall Key Takeaways: What Did We Learn in General?\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Overall we found these experiments to be very useful in addressing a number of questions that arose during our research. Here’s a refresher list of those key takeaways: \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"list-style-type: none;\">\n\u003cul>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Disgust Sensitivity:\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400;\"> Across all audiences, the element of disgust did not really influence engagement for both men and women, and the most popular title was the original one. But the Facebook experiment did show that men were more interested in the “Most Disgusting” titles in comparison to women, who preferred the “Least Disgusting” more than the “Most Disgusting.” \u003c/span>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cb>\u003ci>Stereotype Threat: \u003c/i>\u003cspan style=\"font-weight: 400;\">Across all target audiences, the thumbnail with the woman in it generated more engagements than the image without her.\u003c/span>\u003c/b>\u003c/li>\n\u003cli style=\"font-weight: 400;\">\u003cem>\u003cstrong>Titles\u003c/strong>\u003c/em>: \u003cspan style=\"font-weight: 400;\">In general, across all audiences, a majority preferred the unaltered, original titles that didn’t have the health/home and sex/mating element in the titles. But women interested in Science and Nature prefer titles with a health/home or sex/mating title in 50% of the test cases. This is more than all the other audiences.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Notes and Reflections: Future Recommendations\u003c/b>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">When conducting these experiments on Facebook using the advertising tool, it is worth noting that Facebook will favor ads that perform better, according to their algorithms. And this makes it harder to control the experimental environment. In order to try to control this, we capped the same amount of money spent for each target audience in the hopes of ensuring that each audience is served the same number of ads (impressions). \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Reflecting on the findings and results of these Facebook tests we conducted for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400;\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400;\">, we think that it would be very interesting to execute similar experiments across other social media platforms, see what works for different audiences, and use the findings in our social media distribution plan to maximize engage\u003c/span>\u003cspan style=\"font-weight: 400;\">ment. \u003c/span>\u003cspan style=\"font-weight: 400;\">We also learned that our advertising budget for Deep Look specifically is best served by focusing on the Science and Nature inclined audiences on Facebook.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">Using the Facebook advertising tool as a research platform has its limitations, but nonetheless, it does provide opportunities for social media producers to experiment with and test different content strategically to target and engage specific audiences. \u003c/span>\u003c/p>\n\u003cp>\u003cstrong>Result Charts\u003c/strong>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400;\">The following charts show the Result Rate Differences for the Stereotype Threat and Disgust Sensitivity tests. \u003c/span>\u003c/p>\n\u003cfigure id=\"attachment_16740\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16740\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png\" alt=\"Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\" width=\"800\" height=\"501\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-800x501.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-160x100.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1-768x481.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-1.png 823w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 1: Result Rate Difference between the Original Lung Thumbnail and the Lung Thumbnail with a Female Representation (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16741\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-16741\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png\" alt=\"Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"385\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-800x385.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-160x77.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2-768x369.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-2.png 836w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 2: Result Rate Difference between the Original Title and Most Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003cfigure id=\"attachment_16742\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg class=\"size-full wp-image-16742\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png\" alt=\"Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for “Turret Spiders” (SC = Science Curious)\" width=\"800\" height=\"497\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-160x99.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/chart-3-768x477.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003cfigcaption class=\"wp-caption-text\">Chart 3: Result Rate Difference between the Original Title and Least Disgusting Title for\u003cbr />“Turret Spiders” (SC = Science Curious)\u003c/figcaption>\u003c/figure>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16726/how-women-engage-with-deep-look-a-facebook-test","authors":["11631"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_700","about_699","about_701","about_626","about_44","about_702","about_721","about_703"],"featImg":"about_16743","label":"about_583"},"about_16658":{"type":"posts","id":"about_16658","meta":{"index":"posts_1716263798","site":"about","id":"16658","score":null,"sort":[1638394161000]},"parent":0,"labelTerm":{"site":"about","term":583},"blocks":[],"publishDate":1638394161,"format":"standard","disqusTitle":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","title":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","headTitle":"Cracking the Code | About KQED","content":"\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16665 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Ever seen a very hungry, bright yellow and black-striped caterpillar chomping on an emerald green leaf among the lettuce, tomato and pepper plants in a vegetable patch?\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignright wp-image-16684 size-thumbnail\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1536x864.jpg 1536w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-2048x1152.jpg 2048w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1920x1080.jpg 1920w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a hermit crab peering out from its orange-rimmed, spiral-shaped shell as it scuttles along the white sand on a sun-lit beach?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16663 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a brilliant blue butterfly gently gliding from one purple flower to another as it sips nectar from a butterfly bush in the flower garden?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">What caught your eye?\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Chances are that if the bright colors of these creatures stopped you in your tracks, you may be drawn to colorful, visually aesthetic images like many of the women in a study that investigated women’s science engagement with \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> nature and wildlife YouTube videos\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The purpose of this study was to focus on women’s preferences and identities as related to their intent to engage with promotional content for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos in order to figure out how to attract more women to these videos.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think. Our identities – which include our gender, race, ethnicity, sexuality, ability, family roles, political affiliation, occupation, religion, and a variety of other group associations – not only shape \u003c/span>\u003cb>\u003ci>who\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400\"> we are but also shape our preferences for science media content and even motivate our decisions to watch or not watch science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The KQED PBS Science, San Francisco-based, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> public media team has created more than 140\u003c/span> \u003cspan style=\"font-weight: 400\">award-winning, nature and wildlife videos about the tiny creatures in our natural world. And, despite the long-standing popularity of these short, 3- to 4- minute videos, there is a gender gap in viewership. In fact, the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> team has found that for almost every YouTube episode, the percentage of women who watch is considerably lower than the percentage of men. On average, about 70% of \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">’s YouTube audience is male and only 30% is female. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So, why is this?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Well, figuring out the pieces to this puzzle of the “missing audience” of women viewers for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos has been explored by \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400\">a number of earlier studies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. And, we know from these studies that while high-science-curiosity women are less likely than high-science-curiosity men to choose to view certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> episodes, when they do watch them they are just as engaged in the videos as high-science-curiosity men. So, it’s really important to figure out just exactly why women are not finding or scrolling past \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> videos on YouTube.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science writers, science producers, and science engagement specialists from KQED Science \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University, with funding from the \u003c/span>\u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=1811019&HistoricalAwards=false\">\u003cspan style=\"font-weight: 400\">National Science Foundation\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1HD-g6isgf4sGNX7VXizn0ZP_NN6x4Fhi/view\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">most recent study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> of the gender disparity in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Because the decision to watch or not watch \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos occurs after viewing promotional content for the videos, a survey for a national sample of 1,940 women asked women to pick their favorite – and least favorite – thumbnails and titles among 12 different \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos. The survey also asked women to describe the reasons for their preferences and their intent to watch the videos. Women could choose from among these featured stars in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos: \u003c/span>\u003cspan style=\"font-weight: 400\">caterpillar, shrimp, bat, hairworm, lice, kitten, fish, mosquito, butterfly, spider, bumblebee, coral.\u003c/span>\u003cspan style=\"font-weight: 400\"> \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>survey\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women’s engagement with science media content is motivated by personal preferences and interests.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were most likely to watch, women most often indicated they preferred them because they were colorful, interesting and pleasant. Women were most likely to select the “Kitten,” “Butterfly,” Bumblebee” and “Coral” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">most preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were least likely to watch, women most often indicated they preferred them the least because they were disgusting, unpleasant and unfamiliar. Women were most likely to select the “Hairworm,” “Spider,” “Mantis Shrimp” and “Lice” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">least preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women articulate similar reasons for preferences for science media content. Women were drawn to YouTube thumbnails and titles that are attractive/colorful, interesting/curious, and cute. Women were not drawn to \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube thumbnails and titles that they perceived as disgusting or gross, uninteresting, or for specific insects or animals they disliked.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most women report relational identities (i.e., identities of mother/grandmother, friend, and spouse/partner) as most important or central and link them to the choices they make about science media. Women most often described thumbnails and titles that were perceived as attractive/colorful as positive matches with their identities and thumbnails and titles that were perceived as disgusting/gross as bad matches with their identities.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">The next step in this study was to learn even more about why women preferred certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails and titles for YouTube videos more than others and to investigate how women’s identities were linked to their preferences. Interviews were conducted with 24 women of diverse racial and ethnic backgrounds and of varied levels of science curiosity. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>interviews\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women value aesthetics when engaging with science media content. Many women – \u003c/span>from all Science Curiosity groups – expressed attraction to images that were visually pleasing and colorful. And, perceptions of science content as visually attractive also served as a catalyst for promoting greater interest in the science content, especially for women from low science curiosity groups.\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Science content that appeals to women’s interest and curiosity is another important factor in their engagement with science, although to a lesser extent. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Perceptions of science content as disgusting or gross was the primary reason that women gave for not liking science content. While this was a reason given by women across all Science Curiosity groups, “Science Open” and “Science Curious” women were somewhat more likely to describe interest in science content following initial negative impressions. For women from all Science Curiosity groups, images of insects featured in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails, in particular, were perceived unfavorably and often described as annoying and bothersome.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Family and other relational identities (mother, grandmother, spouse/partner) appear to be connected to science engagement for many women. A number of women expressed interest in science content that fostered companionship while co-viewing television programs with spouses or partners, teaching children about science or promoting children’s interest in science, and providing friends and neighbors with information to help with personal health concerns.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Findings from both the survey and the interviews highlight the importance of considering how identities, including the relational identities women reported as most important, shape women’s science media choices.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how bees pollinate the blueberries, tomatoes, potatoes and other fruits and vegetables we eat? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out how these buzzing bumblebees\u003c/a> know the secret to unlocking a secret stash of pollen hidden deep within this flower!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how that brilliant blue butterfly in your garden got its deep, rich, vibrant color?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out\u003c/a> how structural color creates the beautiful blue hue seen in the wings of the Morpho butterfly!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">If you are interested in watching these and other great science and nature YouTube videos and would like to encourage children’s curiosity about science and nature or share interesting and helpful science information with spouses or partners, friends, or neighbors, \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">join\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> the other almost 1.8 million other \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> subscribers in taking a very “deep look” at these fascinating, tiny creatures around you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You can find more information about this study in the full \u003c/span>\u003cspan style=\"font-weight: 400\">report\u003c/span>\u003cspan style=\"font-weight: 400\">, “\u003c/span>\u003cspan style=\"font-weight: 400\">Examining the Role of Identity in Women’s Intent to Engage with Science Content in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube Videos.\u003c/span>\u003cspan style=\"font-weight: 400\">”\u003c/span>\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n","disqusIdentifier":"16658 https://ww2.kqed.org/about/?p=16658&preview=true&preview_id=16658","disqusUrl":"https://ww2.kqed.org/about/2021/12/01/cracking-the-code-science-identity/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":1394,"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":25},"modified":1639003177,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think.","title":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","datePublished":"2021-12-01T13:29:21-08:00","dateModified":"2021-12-08T14:39:37-08:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"cracking-the-code-science-identity","status":"publish","nprByline":"\u003ca href=\"https://comm.uconn.edu/person/jocelyn-steinke/\">Jocelyn Steinke\u003c/a> \u003cbr> University of Connecticut","excludeFromSiteSearch":"Include","subhead":"Study Advances Understanding of Women’s Intentions to Watch Deep Look YouTube Videos","showOnAuthorArchivePages":"No","WpOldSlug":"whats-keeping-women-from-watching-deep-look","path":"/about/16658/cracking-the-code-science-identity","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16665 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-10.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Ever seen a very hungry, bright yellow and black-striped caterpillar chomping on an emerald green leaf among the lettuce, tomato and pepper plants in a vegetable patch?\u003c/span>\u003c/p>\n\u003cp>\u003cimg class=\"alignright wp-image-16684 size-thumbnail\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1536x864.jpg 1536w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-2048x1152.jpg 2048w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/12/DL811_grainyhand_hermit_crab_white-1920x1080.jpg 1920w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a hermit crab peering out from its orange-rimmed, spiral-shaped shell as it scuttles along the white sand on a sun-lit beach?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003cimg class=\"wp-image-16663 size-thumbnail alignright\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg\" alt=\"\" width=\"160\" height=\"90\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-800x450.jpg 800w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1020x574.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-768x432.jpg 768w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-672x372.jpg 672w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7-1038x576.jpg 1038w, https://ww2.kqed.org/app/uploads/sites/19/2021/11/maxresdefault-7.jpg 1280w\" sizes=\"(max-width: 160px) 100vw, 160px\" />\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Or a brilliant blue butterfly gently gliding from one purple flower to another as it sips nectar from a butterfly bush in the flower garden?\u003c/span>\u003c/p>\n\u003cp> \u003c/p>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">What caught your eye?\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Chances are that if the bright colors of these creatures stopped you in your tracks, you may be drawn to colorful, visually aesthetic images like many of the women in a study that investigated women’s science engagement with \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> nature and wildlife YouTube videos\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. The purpose of this study was to focus on women’s preferences and identities as related to their intent to engage with promotional content for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos in order to figure out how to attract more women to these videos.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Creating YouTube videos of tiny creatures in a way that draws in lots of different viewers, including women, is hard work. And, it’s a lot more complicated than you might think. Our identities – which include our gender, race, ethnicity, sexuality, ability, family roles, political affiliation, occupation, religion, and a variety of other group associations – not only shape \u003c/span>\u003cb>\u003ci>who\u003c/i>\u003c/b>\u003cspan style=\"font-weight: 400\"> we are but also shape our preferences for science media content and even motivate our decisions to watch or not watch science media.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The KQED PBS Science, San Francisco-based, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> public media team has created more than 140\u003c/span> \u003cspan style=\"font-weight: 400\">award-winning, nature and wildlife videos about the tiny creatures in our natural world. And, despite the long-standing popularity of these short, 3- to 4- minute videos, there is a gender gap in viewership. In fact, the \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> team has found that for almost every YouTube episode, the percentage of women who watch is considerably lower than the percentage of men. On average, about 70% of \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">’s YouTube audience is male and only 30% is female. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So, why is this?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Well, figuring out the pieces to this puzzle of the “missing audience” of women viewers for \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos has been explored by \u003c/span>\u003ca href=\"https://www.kqed.org/about/16163/cracking-the-code-deep-look-titles\">\u003cspan style=\"font-weight: 400\">a number of earlier studies\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">. And, we know from these studies that while high-science-curiosity women are less likely than high-science-curiosity men to choose to view certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> episodes, when they do watch them they are just as engaged in the videos as high-science-curiosity men. So, it’s really important to figure out just exactly why women are not finding or scrolling past \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> videos on YouTube.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Science writers, science producers, and science engagement specialists from KQED Science \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> joined a team of researchers from the University of Connecticut, Missouri State University, and Texas Tech University, with funding from the \u003c/span>\u003ca href=\"https://www.nsf.gov/awardsearch/showAward?AWD_ID=1811019&HistoricalAwards=false\">\u003cspan style=\"font-weight: 400\">National Science Foundation\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, to focus on women’s preferences and identities as related to their science engagement intentions. Findings from this \u003c/span>\u003ca href=\"https://drive.google.com/file/d/1HD-g6isgf4sGNX7VXizn0ZP_NN6x4Fhi/view\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">most recent study\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> of the gender disparity in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> viewership suggests that one key piece of the puzzle is related to women’s preferences for images and another key piece of the puzzle is related to the identities that women report as most important to them. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Because the decision to watch or not watch \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos occurs after viewing promotional content for the videos, a survey for a national sample of 1,940 women asked women to pick their favorite – and least favorite – thumbnails and titles among 12 different \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos. The survey also asked women to describe the reasons for their preferences and their intent to watch the videos. Women could choose from among these featured stars in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube videos: \u003c/span>\u003cspan style=\"font-weight: 400\">caterpillar, shrimp, bat, hairworm, lice, kitten, fish, mosquito, butterfly, spider, bumblebee, coral.\u003c/span>\u003cspan style=\"font-weight: 400\"> \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>survey\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women’s engagement with science media content is motivated by personal preferences and interests.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were most likely to watch, women most often indicated they preferred them because they were colorful, interesting and pleasant. Women were most likely to select the “Kitten,” “Butterfly,” Bumblebee” and “Coral” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">most preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">When rating thumbnails and titles for videos they were least likely to watch, women most often indicated they preferred them the least because they were disgusting, unpleasant and unfamiliar. Women were most likely to select the “Hairworm,” “Spider,” “Mantis Shrimp” and “Lice” thumbnails and titles as their \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">least preferred\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women articulate similar reasons for preferences for science media content. Women were drawn to YouTube thumbnails and titles that are attractive/colorful, interesting/curious, and cute. Women were not drawn to \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube thumbnails and titles that they perceived as disgusting or gross, uninteresting, or for specific insects or animals they disliked.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Most women report relational identities (i.e., identities of mother/grandmother, friend, and spouse/partner) as most important or central and link them to the choices they make about science media. Women most often described thumbnails and titles that were perceived as attractive/colorful as positive matches with their identities and thumbnails and titles that were perceived as disgusting/gross as bad matches with their identities.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">The next step in this study was to learn even more about why women preferred certain \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails and titles for YouTube videos more than others and to investigate how women’s identities were linked to their preferences. Interviews were conducted with 24 women of diverse racial and ethnic backgrounds and of varied levels of science curiosity. \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Below is a summary of findings from the \u003c/span>\u003cb>interviews\u003c/b>\u003cspan style=\"font-weight: 400\">. \u003c/span>\u003c/p>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Women value aesthetics when engaging with science media content. Many women – \u003c/span>from all Science Curiosity groups – expressed attraction to images that were visually pleasing and colorful. And, perceptions of science content as visually attractive also served as a catalyst for promoting greater interest in the science content, especially for women from low science curiosity groups.\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Science content that appeals to women’s interest and curiosity is another important factor in their engagement with science, although to a lesser extent. \u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Perceptions of science content as disgusting or gross was the primary reason that women gave for not liking science content. While this was a reason given by women across all Science Curiosity groups, “Science Open” and “Science Curious” women were somewhat more likely to describe interest in science content following initial negative impressions. For women from all Science Curiosity groups, images of insects featured in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> thumbnails, in particular, were perceived unfavorably and often described as annoying and bothersome.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cul>\n\u003cli style=\"font-weight: 400\">\u003cspan style=\"font-weight: 400\">Family and other relational identities (mother, grandmother, spouse/partner) appear to be connected to science engagement for many women. A number of women expressed interest in science content that fostered companionship while co-viewing television programs with spouses or partners, teaching children about science or promoting children’s interest in science, and providing friends and neighbors with information to help with personal health concerns.\u003c/span>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cspan style=\"font-weight: 400\">Findings from both the survey and the interviews highlight the importance of considering how identities, including the relational identities women reported as most important, shape women’s science media choices.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how bees pollinate the blueberries, tomatoes, potatoes and other fruits and vegetables we eat? \u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out how these buzzing bumblebees\u003c/a> know the secret to unlocking a secret stash of pollen hidden deep within this flower!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Are you interested in explaining how that brilliant blue butterfly in your garden got its deep, rich, vibrant color?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">\u003ca href=\"https://www.youtube.com/watch?v=SZrTndD1H10\">Check out\u003c/a> how structural color creates the beautiful blue hue seen in the wings of the Morpho butterfly!\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">If you are interested in watching these and other great science and nature YouTube videos and would like to encourage children’s curiosity about science and nature or share interesting and helpful science information with spouses or partners, friends, or neighbors, \u003c/span>\u003ca href=\"https://www.youtube.com/channel/UC-3SbfTPJsL8fJAPKiVqBLg\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cspan style=\"font-weight: 400\">join\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> the other almost 1.8 million other \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> subscribers in taking a very “deep look” at these fascinating, tiny creatures around you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You can find more information about this study in the full \u003c/span>\u003cspan style=\"font-weight: 400\">report\u003c/span>\u003cspan style=\"font-weight: 400\">, “\u003c/span>\u003cspan style=\"font-weight: 400\">Examining the Role of Identity in Women’s Intent to Engage with Science Content in \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Deep Look\u003c/span>\u003c/i>\u003cspan style=\"font-weight: 400\"> YouTube Videos.\u003c/span>\u003cspan style=\"font-weight: 400\">”\u003c/span>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview?embedded=true'\n title='https://drive.google.com/file/d/1pF8aZ_-ZP12yV0mV-JNe1KvrDBtrNBSS/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16658/cracking-the-code-science-identity","authors":["byline_about_16658"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_700","about_699","about_701","about_626","about_44","about_702","about_703"],"featImg":"about_16663","label":"about_583"},"about_16163":{"type":"posts","id":"about_16163","meta":{"index":"posts_1716263798","site":"about","id":"16163","score":null,"sort":[1632782766000]},"parent":0,"labelTerm":{"site":"about","term":583},"blocks":[],"publishDate":1632782766,"format":"standard","disqusTitle":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","title":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","headTitle":"Cracking the Code | About KQED","content":"\u003cp>Mosquitoes. Lice. Bed bugs. For some, they’re the stuff of nightmares: Insects that torment us and are devilishly difficult to get rid of. But to the audience of our \u003ca href=\"http://www.kqed.org/deeplook\">YouTube science series \u003cem>Deep Look\u003c/em>\u003c/a>, the details of how these insects use their claws and mouthparts are endlessly fascinating.\u003c/p>\n\u003cp>At \u003cem>Deep Look\u003c/em>, my colleagues and I create three- to five-minute videos that give our viewers a uniquely close-up glimpse at small animals and plants. Our episodes about the tiny animals that live off of our bodies are some of our most popular. The series’ most-watched video, with 19 million views, is one in which we \u003ca href=\"https://www.kqed.org/science/728086/how-mosquitoes-use-six-needles-to-suck-your-blood\">reveal how mosquitoes use six needles to suck our blood\u003c/a>.\u003c/p>\n\u003cp>Health is a topic that draws large audiences, so it’s gratifying that we have found a way to tell health stories on a wildlife series. And videos with a health angle might be a way to tackle our biggest challenge: getting more women to watch our videos.\u003c/p>\n\u003cp>\u003cstrong>Fewer women are watching \u003cem>Deep Look\u003c/em> videos\u003c/strong>\u003c/p>\n\u003cp>Our series, produced by KQED, the public media station in San Francisco, California, and presented by PBS Digital Studios, is very successful by any measure. We get 5 million to 9 million views per month, but only about 30% of those views are by women.\u003c/p>\n\u003cp>Research we’ve conducted over the past two years with \u003ca href=\"http://www.scicommcog.com/team.html\">Texas Tech University’s Science Communication & Cognition Lab\u003c/a> suggests that health-related episodes of \u003cem>Deep Look\u003c/em> are more likely to be viewed by women than our other episodes. A content analysis of the titles of the nearly 100 videos we had produced through 2019 showed that the average percentage of female viewers was higher for videos about animals and plants that have an impact on human health.\u003c/p>\n\u003cp>“Our hypothesis is it’s because that information is more relevant, or useful, to people’s everyday lives in general,” said Asheley Landrum, assistant professor of science communication at Texas Tech, who oversaw the research.\u003c/p>\n\u003cp>When we realized that a higher proportion of women were viewing our health-related videos than other types of videos we make, we conducted a few experiments to see if we could find evidence that women would more readily watch videos with health-related titles.\u003c/p>\n\u003cp>The results of our research were inconclusive. In three separate experiments, we changed the titles of several of our existing videos so that they emphasized a health angle. We presented these modified titles to men and women in two surveys and as ads on Facebook. We also offered participants the videos with their original, non-health-related titles. On Facebook, women did click on the health-related titles more often than the non-health-related titles. But in the surveys, women didn’t choose the video with the health-related title more often.\u003c/p>\n\u003cp>Landrum and a group of her graduate students conducted the research as part of a \u003ca href=\"http://www.kqed.org/crackingthecode\">multiyear project led by KQED with funding from the National Science Foundation (NSF)\u003c/a> to investigate how public media can attract more millennial audiences to science content.\u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s audience consists largely of millennials, so we’ve already achieved that goal. But drawing in women has proven difficult since the series launched in 2014.\u003c/p>\n\u003cp>When we began the NSF-funded research project two years ago we first set out to determine if this gender gap was caused by YouTube recommending our videos to fewer women than men. \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">A survey conducted for us by Yale’s Cultural Cognition Project found that even when our videos were played outside of YouTube, fewer women than men were clicking to watch\u003c/a>, which means that something about our videos’ presentation is not as appealing to women. The good news is that when women do watch \u003cem>Deep Look\u003c/em> videos, they watch for as long as men and are just as likely as men to share the videos with their friends. A subsequent survey by the Yale team didn’t find a gender gap in viewership, but research on our videos’ titles by Landrum found the gap again.\u003c/p>\n\u003cp>\u003cstrong>Could health – and sex – stories draw more women to \u003cem>Deep Look\u003c/em>?\u003c/strong>\u003c/p>\n\u003cp>Of the more than 125 videos that \u003cem>Deep Look\u003c/em> has created so far, only a handful have been watched by as many women as men. Two of those have to do with health. One is our popular episode on the \u003ca href=\"https://www.kqed.org/science/1941506/these-face-mites-really-grow-on-you\">microscopic mites\u003c/a> that live in the pores of our face, which has received 3 million views since we released it in 2019 – 44% by women. The other one is our hit about \u003ca href=\"https://www.kqed.org/science/1939435/how-lice-turn-your-hair-into-their-jungle-gym\">how lice clamber around our hair\u003c/a>. Since its debut in 2019, this episode has been seen 12 million times by a predominantly female audience (63%). On the other hand, our popular video about the mechanics of a mosquito bite has an overwhelmingly male viewership (77%).\u003c/p>\n\u003cp>We were intrigued about the possibility that health videos might be a way to draw in more women. So Landrum and her colleagues conducted a series of studies analyzing our videos’ titles. The \u003cem>Deep Look\u003c/em> team spends a lot of time crafting titles, since we know that, together with an evocative photo or other image, the title is key to enticing someone to click on a video on YouTube. And the title is a proxy for the episode’s storyline, so finding out more about how women perceive our titles should help us choose and develop stories that interest them.\u003c/p>\n\u003cp>First, Landrum and her team classified the titles of our videos into 15 categories, such as “health or home relevant,” “sex and mating,” “use of attack words” and “gross or disgusting.” Through this content analysis in September 2019 they found that videos with health/home titles had audiences that were on average 29% female. This is in comparison to a baseline 19% female viewership that researchers calculated by adding up the percentage of female viewers for each of our episodes and dividing the total percentage by 97, which was the number of episodes we had created when they did the analysis. Episodes about sex/mating also stood out, with audiences on average up to 36% female.\u003c/p>\n\u003cp>In this title analysis, researchers didn’t find that videos with gross/disgusting titles, such as “\u003ca href=\"https://www.kqed.org/science/1065215/these-termites-turn-your-house-into-a-palace-of-poop\">These Termites Turn Your House into a Palace of Poop\u003c/a>,” were less likely to attract women, something we had thought might be the case.\u003c/p>\n\u003cp>\u003cstrong>Experimenting with health- and sex-related titles\u003c/strong> \u003c/p>\n\u003cp>Once we found out that videos with titles that pertained to health/home and sex/mating had, on average, a higher proportion of female viewers, we wanted to see whether rewriting the title of an episode to make it tell a health story or a story about sex would make more women click on it.\u003c/p>\n\u003cp>To test whether a health-related title would be more attractive to women, we changed the title of our episode about mantis shrimps from one that emphasizes the speed of their attack – “\u003ca href=\"https://www.kqed.org/science/1109305/the-snail-smashing-fish-spearing-eye-popping-mantis-shrimp\">The Snail-Smashing, Fish-Spearing, Eye-Popping Mantis Shrimp\u003c/a>” – to one that focused on a health application discussed in the video: “Mantis Shrimp’s Incredible Eyesight Yields Clues for Detecting Cancer.” In a national survey of 1,600 people in April 2020, the title with the health angle did get more women to click (58% versus 51%), but the difference wasn’t statistically significant. We repeated the experiment earlier this year with 3,000 participants and a wider variety of modified titles. The results were also inconclusive.\u003c/p>\n\u003cp>However, in a separate experiment on Facebook this year, the health-related mantis shrimp title did get a higher proportion of women to click than the episode’s original non-health-related title. In that experiment, we compared the two titles by offering them as Facebook ads.\u003c/p>\n\u003cp>We also experimented with showing survey participants a title we had changed to tell a story about sex. We’re particularly interested in this storyline because some of our videos about sex and mating are among a handful that have been seen by as many women as men. Our episode about ladybug reproduction has an audience almost 60% female. Our video about fish that mate and lay their eggs on the beach and our episode about snail sex have both been seen by as many women as men. \u003c/p>\n\u003cp>When they were presented with the titles of our videos about \u003ca href=\"https://www.kqed.org/science/1952589/crickets-chirp-to-flirt\">cricket chirps\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1919946/so-sometimes-fireflies-eat-other-fireflies\">firefly signals\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1925887/what-do-earwigs-do-with-those-pincers-anyway\">earwig pincers \u003c/a>and \u003ca href=\"https://www.kqed.org/science/1027372/for-these-tiny-spiders-its-sing-or-get-served\">jumping spiders\u003c/a>, which we modified to make them refer to sex and mating, women in our 2021 survey chose the titles with the sex/mating angle more often than the videos’ original titles (58% versus 55%). The difference isn’t statistically significant and thus researchers conclude that we didn’t get much of a bump by emphasizing a sex/mating storyline. \u003c/p>\n\u003cp>“The reason might have to do with the specific titles that we chose to use in those studies,” said Landrum.” Indeed, we found that it’s hard to write a title that falls exclusively into one category.\u003c/p>\n\u003cp>\u003cstrong>Who are our female viewers?\u003c/strong>\u003c/p>\n\u003cp>What we did find in this survey is that women were more attracted to the episode about crickets than the others. So as we continue to search for ways to draw more women to \u003cem>Deep Look\u003c/em>, we are now studying whether some kinds of animals make more attractive subjects than others. And since every \u003cem>Deep Look\u003c/em> video is accompanied by a photo of the animal or plant featured in the episode, we are investigating what makes for an appealing image. We’re also trying to get a clearer picture of who our female viewers are. For example, do they prefer certain areas of science over others? Jocelyn Steinke, at the University of Connecticut, oversaw a survey and interviews conducted May through July to investigate these questions. A report on her team’s findings is in the works. \u003c/p>\n\u003cp>As part of a larger national survey, Landrum is exploring whether women might be watching YouTube videos for different reasons than men. She believes that women’s motivations for watching might hold a key to attracting them to \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>“One of my questions going forward is, do women have more instrumental goals with consuming science videos than men? With men, curiosity-satisfying goals may be enough – they see there’s something interesting in digital video and they’re like, ‘Sure, I’ll watch how a sand dollar’s breakfast is totally metal,’” she said, referring to the title of our episode about how sand dollars eat minerals that keep them weighted down to the seafloor.\u003c/p>\n\u003cp>“If it is true that women are likely to engage with digital video for instrumental purposes,” Landrum added, “then if we’re aiming to engage more women, videos are going to have to provide that evidence: ‘This is how you can use this information or how this information is useful to you.’”\u003c/p>\n\u003cp>You can read the full reports linked here: \u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos,\" Report 4A\u003c/a> and \u003ca href=\"https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos, Follow up Study,\" Report 4B\u003c/a>, and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n","disqusIdentifier":"16163 https://ww2.kqed.org/about/?p=16163&preview=true&preview_id=16163","disqusUrl":"https://ww2.kqed.org/about/2021/09/27/cracking-the-code-deep-look-titles/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":1872,"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":32},"modified":1632788759,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"A summary of recent survey findings into KQED's Deep Look science videos and viewership motivations and predictors. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not replicated in this study.","title":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos? | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"Do Stories about Health – and Sex – Draw Women to Watch KQED’s Deep Look Science Videos?","datePublished":"2021-09-27T15:46:06-07:00","dateModified":"2021-09-27T17:25:59-07:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"cracking-the-code-deep-look-titles","status":"publish","templateType":"standard","nprByline":"Gabriela Quirós, \u003cem>Deep Look\u003c/em> Coordinating Producer","featuredImageType":"standard","subhead":"Discover Cracking the Code, KQED's NSF funded research into the science media habits of millennials. Two new studies focused on the video titles of Deep Look, KQED’s science series, shed new light on women’s interest in science videos. Only a handful of Deep Look’s 125 episodes have been watched by as many women as men. This research investigates what effect video titles have on Deep Look's viewership gender disparity.","WpOldSlug":"whats-keeping-women-from-watching-deep-look","path":"/about/16163/cracking-the-code-deep-look-titles","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Mosquitoes. Lice. Bed bugs. For some, they’re the stuff of nightmares: Insects that torment us and are devilishly difficult to get rid of. But to the audience of our \u003ca href=\"http://www.kqed.org/deeplook\">YouTube science series \u003cem>Deep Look\u003c/em>\u003c/a>, the details of how these insects use their claws and mouthparts are endlessly fascinating.\u003c/p>\n\u003cp>At \u003cem>Deep Look\u003c/em>, my colleagues and I create three- to five-minute videos that give our viewers a uniquely close-up glimpse at small animals and plants. Our episodes about the tiny animals that live off of our bodies are some of our most popular. The series’ most-watched video, with 19 million views, is one in which we \u003ca href=\"https://www.kqed.org/science/728086/how-mosquitoes-use-six-needles-to-suck-your-blood\">reveal how mosquitoes use six needles to suck our blood\u003c/a>.\u003c/p>\n\u003cp>Health is a topic that draws large audiences, so it’s gratifying that we have found a way to tell health stories on a wildlife series. And videos with a health angle might be a way to tackle our biggest challenge: getting more women to watch our videos.\u003c/p>\n\u003cp>\u003cstrong>Fewer women are watching \u003cem>Deep Look\u003c/em> videos\u003c/strong>\u003c/p>\n\u003cp>Our series, produced by KQED, the public media station in San Francisco, California, and presented by PBS Digital Studios, is very successful by any measure. We get 5 million to 9 million views per month, but only about 30% of those views are by women.\u003c/p>\n\u003cp>Research we’ve conducted over the past two years with \u003ca href=\"http://www.scicommcog.com/team.html\">Texas Tech University’s Science Communication & Cognition Lab\u003c/a> suggests that health-related episodes of \u003cem>Deep Look\u003c/em> are more likely to be viewed by women than our other episodes. A content analysis of the titles of the nearly 100 videos we had produced through 2019 showed that the average percentage of female viewers was higher for videos about animals and plants that have an impact on human health.\u003c/p>\n\u003cp>“Our hypothesis is it’s because that information is more relevant, or useful, to people’s everyday lives in general,” said Asheley Landrum, assistant professor of science communication at Texas Tech, who oversaw the research.\u003c/p>\n\u003cp>When we realized that a higher proportion of women were viewing our health-related videos than other types of videos we make, we conducted a few experiments to see if we could find evidence that women would more readily watch videos with health-related titles.\u003c/p>\n\u003cp>The results of our research were inconclusive. In three separate experiments, we changed the titles of several of our existing videos so that they emphasized a health angle. We presented these modified titles to men and women in two surveys and as ads on Facebook. We also offered participants the videos with their original, non-health-related titles. On Facebook, women did click on the health-related titles more often than the non-health-related titles. But in the surveys, women didn’t choose the video with the health-related title more often.\u003c/p>\n\u003cp>Landrum and a group of her graduate students conducted the research as part of a \u003ca href=\"http://www.kqed.org/crackingthecode\">multiyear project led by KQED with funding from the National Science Foundation (NSF)\u003c/a> to investigate how public media can attract more millennial audiences to science content.\u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s audience consists largely of millennials, so we’ve already achieved that goal. But drawing in women has proven difficult since the series launched in 2014.\u003c/p>\n\u003cp>When we began the NSF-funded research project two years ago we first set out to determine if this gender gap was caused by YouTube recommending our videos to fewer women than men. \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">A survey conducted for us by Yale’s Cultural Cognition Project found that even when our videos were played outside of YouTube, fewer women than men were clicking to watch\u003c/a>, which means that something about our videos’ presentation is not as appealing to women. The good news is that when women do watch \u003cem>Deep Look\u003c/em> videos, they watch for as long as men and are just as likely as men to share the videos with their friends. A subsequent survey by the Yale team didn’t find a gender gap in viewership, but research on our videos’ titles by Landrum found the gap again.\u003c/p>\n\u003cp>\u003cstrong>Could health – and sex – stories draw more women to \u003cem>Deep Look\u003c/em>?\u003c/strong>\u003c/p>\n\u003cp>Of the more than 125 videos that \u003cem>Deep Look\u003c/em> has created so far, only a handful have been watched by as many women as men. Two of those have to do with health. One is our popular episode on the \u003ca href=\"https://www.kqed.org/science/1941506/these-face-mites-really-grow-on-you\">microscopic mites\u003c/a> that live in the pores of our face, which has received 3 million views since we released it in 2019 – 44% by women. The other one is our hit about \u003ca href=\"https://www.kqed.org/science/1939435/how-lice-turn-your-hair-into-their-jungle-gym\">how lice clamber around our hair\u003c/a>. Since its debut in 2019, this episode has been seen 12 million times by a predominantly female audience (63%). On the other hand, our popular video about the mechanics of a mosquito bite has an overwhelmingly male viewership (77%).\u003c/p>\n\u003cp>We were intrigued about the possibility that health videos might be a way to draw in more women. So Landrum and her colleagues conducted a series of studies analyzing our videos’ titles. The \u003cem>Deep Look\u003c/em> team spends a lot of time crafting titles, since we know that, together with an evocative photo or other image, the title is key to enticing someone to click on a video on YouTube. And the title is a proxy for the episode’s storyline, so finding out more about how women perceive our titles should help us choose and develop stories that interest them.\u003c/p>\n\u003cp>First, Landrum and her team classified the titles of our videos into 15 categories, such as “health or home relevant,” “sex and mating,” “use of attack words” and “gross or disgusting.” Through this content analysis in September 2019 they found that videos with health/home titles had audiences that were on average 29% female. This is in comparison to a baseline 19% female viewership that researchers calculated by adding up the percentage of female viewers for each of our episodes and dividing the total percentage by 97, which was the number of episodes we had created when they did the analysis. Episodes about sex/mating also stood out, with audiences on average up to 36% female.\u003c/p>\n\u003cp>In this title analysis, researchers didn’t find that videos with gross/disgusting titles, such as “\u003ca href=\"https://www.kqed.org/science/1065215/these-termites-turn-your-house-into-a-palace-of-poop\">These Termites Turn Your House into a Palace of Poop\u003c/a>,” were less likely to attract women, something we had thought might be the case.\u003c/p>\n\u003cp>\u003cstrong>Experimenting with health- and sex-related titles\u003c/strong> \u003c/p>\n\u003cp>Once we found out that videos with titles that pertained to health/home and sex/mating had, on average, a higher proportion of female viewers, we wanted to see whether rewriting the title of an episode to make it tell a health story or a story about sex would make more women click on it.\u003c/p>\n\u003cp>To test whether a health-related title would be more attractive to women, we changed the title of our episode about mantis shrimps from one that emphasizes the speed of their attack – “\u003ca href=\"https://www.kqed.org/science/1109305/the-snail-smashing-fish-spearing-eye-popping-mantis-shrimp\">The Snail-Smashing, Fish-Spearing, Eye-Popping Mantis Shrimp\u003c/a>” – to one that focused on a health application discussed in the video: “Mantis Shrimp’s Incredible Eyesight Yields Clues for Detecting Cancer.” In a national survey of 1,600 people in April 2020, the title with the health angle did get more women to click (58% versus 51%), but the difference wasn’t statistically significant. We repeated the experiment earlier this year with 3,000 participants and a wider variety of modified titles. The results were also inconclusive.\u003c/p>\n\u003cp>However, in a separate experiment on Facebook this year, the health-related mantis shrimp title did get a higher proportion of women to click than the episode’s original non-health-related title. In that experiment, we compared the two titles by offering them as Facebook ads.\u003c/p>\n\u003cp>We also experimented with showing survey participants a title we had changed to tell a story about sex. We’re particularly interested in this storyline because some of our videos about sex and mating are among a handful that have been seen by as many women as men. Our episode about ladybug reproduction has an audience almost 60% female. Our video about fish that mate and lay their eggs on the beach and our episode about snail sex have both been seen by as many women as men. \u003c/p>\n\u003cp>When they were presented with the titles of our videos about \u003ca href=\"https://www.kqed.org/science/1952589/crickets-chirp-to-flirt\">cricket chirps\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1919946/so-sometimes-fireflies-eat-other-fireflies\">firefly signals\u003c/a>, \u003ca href=\"https://www.kqed.org/science/1925887/what-do-earwigs-do-with-those-pincers-anyway\">earwig pincers \u003c/a>and \u003ca href=\"https://www.kqed.org/science/1027372/for-these-tiny-spiders-its-sing-or-get-served\">jumping spiders\u003c/a>, which we modified to make them refer to sex and mating, women in our 2021 survey chose the titles with the sex/mating angle more often than the videos’ original titles (58% versus 55%). The difference isn’t statistically significant and thus researchers conclude that we didn’t get much of a bump by emphasizing a sex/mating storyline. \u003c/p>\n\u003cp>“The reason might have to do with the specific titles that we chose to use in those studies,” said Landrum.” Indeed, we found that it’s hard to write a title that falls exclusively into one category.\u003c/p>\n\u003cp>\u003cstrong>Who are our female viewers?\u003c/strong>\u003c/p>\n\u003cp>What we did find in this survey is that women were more attracted to the episode about crickets than the others. So as we continue to search for ways to draw more women to \u003cem>Deep Look\u003c/em>, we are now studying whether some kinds of animals make more attractive subjects than others. And since every \u003cem>Deep Look\u003c/em> video is accompanied by a photo of the animal or plant featured in the episode, we are investigating what makes for an appealing image. We’re also trying to get a clearer picture of who our female viewers are. For example, do they prefer certain areas of science over others? Jocelyn Steinke, at the University of Connecticut, oversaw a survey and interviews conducted May through July to investigate these questions. A report on her team’s findings is in the works. \u003c/p>\n\u003cp>As part of a larger national survey, Landrum is exploring whether women might be watching YouTube videos for different reasons than men. She believes that women’s motivations for watching might hold a key to attracting them to \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>“One of my questions going forward is, do women have more instrumental goals with consuming science videos than men? With men, curiosity-satisfying goals may be enough – they see there’s something interesting in digital video and they’re like, ‘Sure, I’ll watch how a sand dollar’s breakfast is totally metal,’” she said, referring to the title of our episode about how sand dollars eat minerals that keep them weighted down to the seafloor.\u003c/p>\n\u003cp>“If it is true that women are likely to engage with digital video for instrumental purposes,” Landrum added, “then if we’re aiming to engage more women, videos are going to have to provide that evidence: ‘This is how you can use this information or how this information is useful to you.’”\u003c/p>\n\u003cp>You can read the full reports linked here: \u003ca href=\"https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos,\" Report 4A\u003c/a> and \u003ca href=\"https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4/view?usp=sharing\">“Exploring Titles to Attract Female Viewers to KQED’s Deep Look Science Videos, Follow up Study,\" Report 4B\u003c/a>, and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview?embedded=true'\n title='https://drive.google.com/file/d/1SuLnCbPAmqSpEf0iWc92iOvW37vjnxqW//preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview?embedded=true'\n title='https://drive.google.com/file/d/1EUVbzSjYy_wqpcjXn_COMQ7dmfy5_gy4//preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/16163/cracking-the-code-deep-look-titles","authors":["byline_about_16163"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_697","about_580","about_627","about_698","about_696","about_619","about_674","about_628","about_630","about_673","about_672","about_666"],"featImg":"about_16459","label":"about_583"},"about_15980":{"type":"posts","id":"about_15980","meta":{"index":"posts_1716263798","site":"about","id":"15980","score":null,"sort":[1624572972000]},"parent":0,"labelTerm":{"site":"about","term":583},"blocks":[],"publishDate":1624572972,"format":"standard","disqusTitle":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","title":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","headTitle":"Cracking the Code | About KQED","content":"\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n","disqusIdentifier":"15980 https://ww2.kqed.org/about/?p=15980","disqusUrl":"https://ww2.kqed.org/about/2021/06/24/cracking-the-code-whats-keeping-women-from-watching-deep-look/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":935,"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":19},"modified":1624641435,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"A summary of recent survey findings into KQED's Deep Look science videos and viewership motivations and predictors. Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in Deep Look viewership was not replicated in this study.","title":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"\u003ci>Cracking the Code:\u003c/i> What’s Keeping Women from Watching Deep Look’s Science Videos? No Easy Answers","datePublished":"2021-06-24T15:16:12-07:00","dateModified":"2021-06-25T10:17:15-07:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"cracking-the-code-whats-keeping-women-from-watching-deep-look","status":"publish","nprByline":"Natasha Strydhorst, Texas Tech University ","WpOldSlug":"whats-keeping-women-from-watching-deep-look","path":"/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Tiny spiders play an arachnid version of “I Spy” from their lofty tree-housed turrets. Curious?\u003c/p>\n\u003cp>If the idea sparked an inquisitive mind state, it could make you more likely to both pursue and engage with science video content, according to research investigating viewership of \u003ca href=\"https://youtube.com/kqeddeeplook\">KQED’s \u003cem>Deep Look\u003c/em> YouTube science videos\u003c/a>. Science curiosity is highly predictive of intending to watch, actually watching, and being engrossed in scientific videos. In contrast, science comprehension doesn’t have as strong of a predictive effect. Whether you understand the science or not, it’s science curiosity that predicts whether you’ll click the “play” icon.\u003c/p>\n\u003cp>The above are just a couple of findings emerging from research this year investigating \u003cem>Deep Look\u003c/em>’s viewership motivations and predictors: what encourages viewing and predicts its likelihood across a battery of demographics — gender, age, science curiosity, and science comprehension among them. Most notably, \u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">contrary to previous research conducted by the \u003cem>Cracking the Code\u003c/em> team\u003c/a>, this recent study did not find a gender disparity in research participants’ intention to watch science-themed media.\u003c/p>\n\u003cp>The science curiosity levels and the decision to watch \u003cem>Deep Look\u003c/em>’s videos between men and women were at parity. In other words, highly science curious men were not more likely than highly science curious women to click to watch, nor were low science curious women less likely than low science curious men to click away and choose not to watch. The disparity found was between previous research and current findings, rather than men and women.\u003c/p>\n\u003cp>In this study, the two demographic groups most likely to engage with \u003cem>Deep Look\u003c/em> content were young science curious men and older science curious women. Despite societal perception to the contrary, younger generations do not seem to be less science curious across the board — or any less likely to be engrossed when viewing scientific content — than preceding generations.\u003c/p>\n\u003cp>Speaking of engrossing, researchers also set out to determine whether particularly gross-sounding video titles would be more of a turnoff for female than male potential viewers. They had also hoped to determine whether including more cues that science is for women too — listing the female host in the video title, including the host’s image in the video thumbnail, or including a cartoon woman in the thumbnail — might reduce or eliminate the previously observed gender disparity.\u003c/p>\n\u003cp>However, since the expected gender disparity did not emerge in the research results — and that disparity was identified as a logical precondition to looking for a disgust-sensitivity or stereotype-response disparity between the genders — the intriguing possibilities couldn’t be tested, and must remain in the realm of query and theory for the time being.\u003c/p>\n\u003cp>Below is a summary of the study’s key findings. \u003c/p>\n\u003cp>1. \u003cstrong>Science curiosity is a key motivator of viewing \u003cem>Deep Look\u003c/em> videos; science comprehension is not.\u003c/strong> You don’t need a Ph.D. in chemistry, just a dash of curiosity to have a look at, and maybe even get hooked on, science videos.\u003c/p>\n\u003cp>2. \u003cstrong>Diverging from previous findings — and researchers’ expectations — the gender disparity previously found in \u003cem>Deep Look\u003c/em> viewership was not replicated in this study.\u003c/strong> Men and women were not significantly different in terms of their intention to view or engagement when viewing \u003cem>Deep Look\u003c/em> videos. This finding held among science curious men and women and not-so science-curious men and women alike.\u003c/p>\n\u003cp>3.\u003cstrong> Because a gender gap wasn’t detected (in this study), the research team was unable to test their novel “stereotype threat” and “disgust sensitivity” hypotheses. Namely that stereotypes about men’s superior science skills and women’s higher disgust sensitivity may account for the viewership gender disparity.\u003c/strong> Past research suggests that perceived stereotypes can hinder women’s math and science performance (an effect not seen when participants are explicitly told that men and women perform comparably). Previous studies have also indicated (albeit less robustly) that women tend toward greater disgust sensitivity than men. Neither the “stereotype threat” nor the “disgust sensitivity” was tested in this study because the gender disparity in viewership was not replicated. \u003c/p>\n\u003cp>4.\u003cstrong> Among the most likely to be highly absorbed with \u003cem>Deep Look\u003c/em> videos were older, science curious women (women in the baby boomer and silent generations, aged 57 and above.)\u003c/strong> Along with young, science curious men, this demographic demonstrated the most engagement with the content of the science-themed videos.\u003c/p>\n\u003cp>The lack of gender disparity found in this study makes for a head-scratching puzzler. But if not iteration and discovery, what is science about? Future research has a great deal to look into and discover more about the nature of \u003cem>Deep Look\u003c/em>’s gender disparity (or lack thereof) as the work continues.\u003c/p>\n\u003cp>“As is often the case in scientific research,” the team writes, “we are left with more questions than when we started.” Frustrating? Perhaps. But we prefer to think of it as a perfect example of the true process of scientific discovery or simply, being curious.\u003c/p>\n\u003cp>You can read the full report, \u003cem>“Examining the Causes of Audience Gender Disparity in KQED’s \u003cem>Deep Look \u003c/em>Science Videos”\u003c/em> \u003ca href=\"https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/view?usp=sharing\">here\u003c/a> and attached below.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview?embedded=true'\n title='https://drive.google.com/file/d/1qe0-2gehooOxOgbPAT69JvxyAf0LWICK/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003cp>Further research into \u003cem>Deep Look’\u003c/em>s gender disparity is being conducted in a follow-up study that examines \u003cem>Deep Look\u003c/em>’s titles in depth and the type of titles and content that might be more appealing to women. To learn more visit \u003ca href=\"http://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003cstrong>About this Post's Author: \u003c/strong>\u003cem>\u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/mstrydhorst.php\">Natasha Strydhorst\u003c/a> is a doctoral student of media and communication at Texas Tech University and is currently a part of the \u003cstrong>\u003cem>\u003ca href=\"http://www.kqed.org/crackingthecode\">Cracking the Code\u003c/a>\u003c/em>\u003c/strong> research team.\u003c/em>\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/15980/cracking-the-code-whats-keeping-women-from-watching-deep-look","authors":["byline_about_15980"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_580","about_627","about_619","about_674","about_628","about_630","about_673","about_672","about_666"],"featImg":"about_15991","label":"about_583"},"about_15515":{"type":"posts","id":"about_15515","meta":{"index":"posts_1716263798","site":"about","id":"15515","score":null,"sort":[1604013132000]},"parent":0,"labelTerm":{"site":"about","term":583},"blocks":[],"publishDate":1604013132,"format":"standard","disqusTitle":"\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>?","title":"\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>?","headTitle":"Cracking the Code | About KQED","content":"\u003cp>It’s a typical promotional tactic: show people how the sauce is made and people will be more interested in that sauce. But, are the results worth the time and money it takes to capture “the making-of”? “Of course!” you might say if you are thinking of a feature film, documentary or the latest TikTok star. But, what if you have a small production team, high production values and not a lot of extra time or resources to capture additional footage or photos of producers out in the field, let alone create behind-the-scenes videos for all of your 100+ episodes?\u003c/p>\n\u003cp>To be more specific, for an award-winning, public media YouTube science and nature series like KQED’s \u003ca href=\"http://www.kqed.org/deeplook\">\u003cem>Deep Look\u003c/em>\u003c/a>, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience? \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em> was originally created to reach a younger science-inclined audience and it has achieved this goal as 70 percent of its viewers are aged 18-34, much younger than the traditional PBS primetime viewer or listener. And the series is a success in terms of its engagement metrics -- it’s KQED’s most popular online production with 1.5 million subscribers on YouTube and over 180 million views. Nevertheless, \u003cem>Deep Look\u003c/em>’s audience on YouTube is predominantly male, 70% male to 30% female. (\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">This prominent gender disparity was explored in an earlier study\u003c/a> which preceded \u003cem>Deep Look\u003c/em>’s foray into the study described below related to its behind-the-scenes content.) \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s viewers mostly see tiny extraordinary creatures on screen with an off-camera female host to guide them through some surprisingly sticky -- and at times gruesome dilemmas, especially in the insect world. Deep Look episodes take about six weeks to produce from start to finish, and 2-3 hours of footage is filmed for each three to four minute episode.\u003c/p>\n\u003cp>KQED science’s engagement staff thought that behind-the-scenes videos and photos showing \u003cem>Deep Look\u003c/em>’s producers, cinematographer and the scientists they work with could make the series more relatable and accessible, and engage a wider audience. Engagement staff were eager to have more behind-the-scenes content that would also help to humanize the series by showing how much care, effort and attention goes into filming each episode and reveal the stellar production staff that creates \u003cem>Deep Look\u003c/em>. But it was challenging for the \u003cem>Deep Look\u003c/em> team to capture behind-the-scenes content while simultaneously creating their primary content. And sending out a second crew to accompany the \u003cem>Deep Look\u003c/em> team was costly.\u003c/p>\n\u003cp>“Shooting in nature is always a challenge and wildlife is always unpredictable,” says \u003ca href=\"https://www.kqed.org/author/joshua-cassidy\">Josh Cassidy, \u003cem>Deep Look\u003c/em> ’s cinematographer and lead producer\u003c/a>. “From a technical point of view, you’re taking expensive electronic and optical equipment out into inhospitable environments. There’s never a guarantee that the banana slugs or turret spiders will cooperate. It’s all about staying flexible and being persistent. We don’t have a lot of time to capture extra behind-the-scenes type of footage because we don’t want to miss the amazing behaviour of the animal we came out to film.”\u003c/p>\n\u003cp>KQED’s science engagement team was eager to discover the true value of \u003cem>Deep Look\u003c/em> behind-the-scenes content. They had produced a few behind-the-scenes videos that were never officially released on \u003cem>Deep Look\u003c/em>’s YouTube channel for fear that the behind-the-scenes videos would negatively affect how the YouTube algorithm treats \u003cem>Deep Look\u003c/em>’s regular videos. These behind-the-scenes videos were only linked to as promotional tools on KQED’s social media platforms.*\u003c/p>\n\u003cp>Working closely with science communication researchers from \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Texas Tech University\u003c/a> as a part of the NSF-funded \u003ca href=\"https://www.kqed.org/crackingthecode\">Cracking the Code Project\u003c/a>, the engagement team decided to use \u003cem>Deep Look\u003c/em>’s, \u003ca href=\"https://www.kqed.org/science/1602625/decorator-crabs-make-high-fashion-at-low-tide\">decorator crabs\u003c/a> and \u003ca href=\"https://www.kqed.org/science/1932072/a-sand-dollars-breakfast-is-totally-metal\">sand dollar\u003c/a> episodes, which both have full behind-the-scenes videos, photos and out-takes, to develop a survey to answer the following questions:\u003c/p>\n\u003cblockquote>\u003cp>Are there measurable benefits to providing audiences with behind-the-scenes content?\u003cbr />\nIf so, are the benefits from providing high-quality produced behind-the-scenes video content greater than those from providing other, less resource-intensive types of behind-the-scenes content, like photos and video out-takes?\u003c/p>\u003c/blockquote>\n\u003cp>1,045 participants from a nationally representative population sample of men and women took \u003cem>Deep Look\u003c/em>’s behind-the-scenes survey. Participants were randomly served up the two \u003cem>Deep Look\u003c/em> videos cited above to watch with different types of content added to the end of the videos such as: fully produced behind-the-scenes videos, behind-the-scenes-photos, behind-the-scenes unedited, out-takes, as well as, a version of the \u003cem>Deep Look\u003c/em> videos where viewers see \u003cem>Deep Look\u003c/em>’s female host introduce the original videos. \u003c/p>\n\u003cp>The survey revealed some surprising results. “One of the most important takeaways from the survey is that simple behind-the-scenes photos seem to be just as effective as more elaborate behind-the-scenes videos in helping \u003cem>Deep Look\u003c/em> reach its missing audience of more science curious women and might have the benefit of reaching a new audience -- women low in science curiosity,” says \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media & Communication of Texas Tech University\u003c/a>. \u003c/p>\n\u003cp>Below is a summary of the key findings of the behind-the-scenes survey. \u003c/p>\n\u003cp>1. \u003cstrong>The measurable benefits of appending a fully produced behind-the-scenes video to a \u003cem>Deep Look\u003c/em> episode appear to exist primarily among individuals outside \u003cem>Deep Look\u003c/em>’s target audience (science-curious individuals)\u003c/strong>. Women low in science curiosity who watched the produced BTS content rated \u003cem>Deep Look\u003c/em> as more authentic and demonstrated greater engagement than women of similar science curiosity who only watched the original episode. On the other hand, men low in science curiosity who watched the original episode perceived \u003cem>Deep Look\u003c/em> as more authentic than watching the episode with the appended produced BTS video. There was no difference in feelings of connectedness, perceptions of authenticity, or engagement among individuals with high science curiosity. \u003c/p>\n\u003cp>2. \u003cstrong>A short behind-the-scenes slideshow may be a resource-efficient way of increasing engagement not only among \u003cem>Deep Look\u003c/em>’s traditional audience (highly science-curious men), but also among two very different audiences—women who are science curious and those who are not.\u003c/strong> Highly science-curious men who watched the \u003cem>Deep Look\u003c/em> episode with the appended BTS slideshow reported greater perceived authenticity than men of similar science curiosity who viewed only the original episode. Highly science-curious women were greatly engaged in both conditions. Women indifferent to science who were in the BTS slideshow condition, too, were more engaged than similar women who saw only the original episode.\u003c/p>\n\u003cp>3. \u003cstrong> Appending unproduced BTS content (i.e., raw BTS video) to a \u003cem>Deep Look\u003c/em> episode does not score as high among science-curious women compared to viewing just the original episode.\u003c/strong> Women high in science curiosity perceived the episode with the attached unproduced BTS video as less authentic and demonstrated lower engagement than similar science-curious women who viewed only the standalone \u003cem>Deep Look\u003c/em> episode. \u003c/p>\n\u003cp>4. \u003cstrong>Overall, people who are more science curious report feeling more connected with the series, report perceiving the series to be more authentic, and demonstrate greater engagement with the content than people who are less science curious, regardless of whether BTS content was added or not.\u003c/strong>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “\u003ca href=\"https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/view\">A ‘\u003cem>Deep Look\u003c/em>’ at the Potential Benefits of Behind-the-Scenes Content” here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>* (Note: At the time of the design of this behind-the-scenes study, the YouTube Community Tab did not exist, which currently makes it much easier to engage \u003cem>Deep Look\u003c/em> fans with short posts and messages about the production process.)\u003c/p>\n","disqusIdentifier":"15515 https://ww2.kqed.org/about/?p=15515&preview=true&preview_id=15515","disqusUrl":"https://ww2.kqed.org/about/2020/10/29/cracking-the-code-deeplook-behind-the-scenes/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":1349,"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":19},"modified":1604360558,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"It’s a typical promotional tactic: show people how the sauce is made and people will be more interested in that sauce. But, are the results worth the time and money it takes to capture “the making-of”? “Of course!” you might say if you are thinking of a feature film, documentary or the latest TikTok star.","title":"\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>? | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"\u003cem>Cracking the Code\u003c/em>: What’s the Value of Behind-The-Scenes Content for a Science Series like KQED’s \u003cem>Deep Look\u003c/em>?","datePublished":"2020-10-29T16:12:12-07:00","dateModified":"2020-11-02T15:42:38-08:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"cracking-the-code-deeplook-behind-the-scenes","status":"publish","WpOldSlug":"cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender","path":"/about/15515/cracking-the-code-deeplook-behind-the-scenes","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>It’s a typical promotional tactic: show people how the sauce is made and people will be more interested in that sauce. But, are the results worth the time and money it takes to capture “the making-of”? “Of course!” you might say if you are thinking of a feature film, documentary or the latest TikTok star. But, what if you have a small production team, high production values and not a lot of extra time or resources to capture additional footage or photos of producers out in the field, let alone create behind-the-scenes videos for all of your 100+ episodes?\u003c/p>\n\u003cp>To be more specific, for an award-winning, public media YouTube science and nature series like KQED’s \u003ca href=\"http://www.kqed.org/deeplook\">\u003cem>Deep Look\u003c/em>\u003c/a>, which delights its audiences by exploring unusual, tiny animals and plants up-close in ultra-high definition, how do you quantify and assess the value of different kinds of behind-the-scenes content when your original short videos are so fantastic at engaging your target audience? \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em> was originally created to reach a younger science-inclined audience and it has achieved this goal as 70 percent of its viewers are aged 18-34, much younger than the traditional PBS primetime viewer or listener. And the series is a success in terms of its engagement metrics -- it’s KQED’s most popular online production with 1.5 million subscribers on YouTube and over 180 million views. Nevertheless, \u003cem>Deep Look\u003c/em>’s audience on YouTube is predominantly male, 70% male to 30% female. (\u003ca href=\"https://www.kqed.org/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity\">This prominent gender disparity was explored in an earlier study\u003c/a> which preceded \u003cem>Deep Look\u003c/em>’s foray into the study described below related to its behind-the-scenes content.) \u003c/p>\n\u003cp>\u003cem>Deep Look\u003c/em>’s viewers mostly see tiny extraordinary creatures on screen with an off-camera female host to guide them through some surprisingly sticky -- and at times gruesome dilemmas, especially in the insect world. Deep Look episodes take about six weeks to produce from start to finish, and 2-3 hours of footage is filmed for each three to four minute episode.\u003c/p>\n\u003cp>KQED science’s engagement staff thought that behind-the-scenes videos and photos showing \u003cem>Deep Look\u003c/em>’s producers, cinematographer and the scientists they work with could make the series more relatable and accessible, and engage a wider audience. Engagement staff were eager to have more behind-the-scenes content that would also help to humanize the series by showing how much care, effort and attention goes into filming each episode and reveal the stellar production staff that creates \u003cem>Deep Look\u003c/em>. But it was challenging for the \u003cem>Deep Look\u003c/em> team to capture behind-the-scenes content while simultaneously creating their primary content. And sending out a second crew to accompany the \u003cem>Deep Look\u003c/em> team was costly.\u003c/p>\n\u003cp>“Shooting in nature is always a challenge and wildlife is always unpredictable,” says \u003ca href=\"https://www.kqed.org/author/joshua-cassidy\">Josh Cassidy, \u003cem>Deep Look\u003c/em> ’s cinematographer and lead producer\u003c/a>. “From a technical point of view, you’re taking expensive electronic and optical equipment out into inhospitable environments. There’s never a guarantee that the banana slugs or turret spiders will cooperate. It’s all about staying flexible and being persistent. We don’t have a lot of time to capture extra behind-the-scenes type of footage because we don’t want to miss the amazing behaviour of the animal we came out to film.”\u003c/p>\n\u003cp>KQED’s science engagement team was eager to discover the true value of \u003cem>Deep Look\u003c/em> behind-the-scenes content. They had produced a few behind-the-scenes videos that were never officially released on \u003cem>Deep Look\u003c/em>’s YouTube channel for fear that the behind-the-scenes videos would negatively affect how the YouTube algorithm treats \u003cem>Deep Look\u003c/em>’s regular videos. These behind-the-scenes videos were only linked to as promotional tools on KQED’s social media platforms.*\u003c/p>\n\u003cp>Working closely with science communication researchers from \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Texas Tech University\u003c/a> as a part of the NSF-funded \u003ca href=\"https://www.kqed.org/crackingthecode\">Cracking the Code Project\u003c/a>, the engagement team decided to use \u003cem>Deep Look\u003c/em>’s, \u003ca href=\"https://www.kqed.org/science/1602625/decorator-crabs-make-high-fashion-at-low-tide\">decorator crabs\u003c/a> and \u003ca href=\"https://www.kqed.org/science/1932072/a-sand-dollars-breakfast-is-totally-metal\">sand dollar\u003c/a> episodes, which both have full behind-the-scenes videos, photos and out-takes, to develop a survey to answer the following questions:\u003c/p>\n\u003cblockquote>\u003cp>Are there measurable benefits to providing audiences with behind-the-scenes content?\u003cbr />\nIf so, are the benefits from providing high-quality produced behind-the-scenes video content greater than those from providing other, less resource-intensive types of behind-the-scenes content, like photos and video out-takes?\u003c/p>\u003c/blockquote>\n\u003cp>1,045 participants from a nationally representative population sample of men and women took \u003cem>Deep Look\u003c/em>’s behind-the-scenes survey. Participants were randomly served up the two \u003cem>Deep Look\u003c/em> videos cited above to watch with different types of content added to the end of the videos such as: fully produced behind-the-scenes videos, behind-the-scenes-photos, behind-the-scenes unedited, out-takes, as well as, a version of the \u003cem>Deep Look\u003c/em> videos where viewers see \u003cem>Deep Look\u003c/em>’s female host introduce the original videos. \u003c/p>\n\u003cp>The survey revealed some surprising results. “One of the most important takeaways from the survey is that simple behind-the-scenes photos seem to be just as effective as more elaborate behind-the-scenes videos in helping \u003cem>Deep Look\u003c/em> reach its missing audience of more science curious women and might have the benefit of reaching a new audience -- women low in science curiosity,” says \u003ca href=\"https://www.depts.ttu.edu/comc/faculty/faculty/alandrum.php\">Asheley Landrum of the College of Media & Communication of Texas Tech University\u003c/a>. \u003c/p>\n\u003cp>Below is a summary of the key findings of the behind-the-scenes survey. \u003c/p>\n\u003cp>1. \u003cstrong>The measurable benefits of appending a fully produced behind-the-scenes video to a \u003cem>Deep Look\u003c/em> episode appear to exist primarily among individuals outside \u003cem>Deep Look\u003c/em>’s target audience (science-curious individuals)\u003c/strong>. Women low in science curiosity who watched the produced BTS content rated \u003cem>Deep Look\u003c/em> as more authentic and demonstrated greater engagement than women of similar science curiosity who only watched the original episode. On the other hand, men low in science curiosity who watched the original episode perceived \u003cem>Deep Look\u003c/em> as more authentic than watching the episode with the appended produced BTS video. There was no difference in feelings of connectedness, perceptions of authenticity, or engagement among individuals with high science curiosity. \u003c/p>\n\u003cp>2. \u003cstrong>A short behind-the-scenes slideshow may be a resource-efficient way of increasing engagement not only among \u003cem>Deep Look\u003c/em>’s traditional audience (highly science-curious men), but also among two very different audiences—women who are science curious and those who are not.\u003c/strong> Highly science-curious men who watched the \u003cem>Deep Look\u003c/em> episode with the appended BTS slideshow reported greater perceived authenticity than men of similar science curiosity who viewed only the original episode. Highly science-curious women were greatly engaged in both conditions. Women indifferent to science who were in the BTS slideshow condition, too, were more engaged than similar women who saw only the original episode.\u003c/p>\n\u003cp>3. \u003cstrong> Appending unproduced BTS content (i.e., raw BTS video) to a \u003cem>Deep Look\u003c/em> episode does not score as high among science-curious women compared to viewing just the original episode.\u003c/strong> Women high in science curiosity perceived the episode with the attached unproduced BTS video as less authentic and demonstrated lower engagement than similar science-curious women who viewed only the standalone \u003cem>Deep Look\u003c/em> episode. \u003c/p>\n\u003cp>4. \u003cstrong>Overall, people who are more science curious report feeling more connected with the series, report perceiving the series to be more authentic, and demonstrate greater engagement with the content than people who are less science curious, regardless of whether BTS content was added or not.\u003c/strong>\u003c/p>\n\u003cp>You can read more about the survey design and the full report, called “\u003ca href=\"https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/view\">A ‘\u003cem>Deep Look\u003c/em>’ at the Potential Benefits of Behind-the-Scenes Content” here\u003c/a> and below. To learn more about the \u003cem>Cracking the Code\u003c/em> project visit \u003ca href=\"https://www.kqed.org/crackingthecode\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview?embedded=true'\n title='https://drive.google.com/file/d/1ZTJNWgD3cTKGf__F_P-yaIAok9k1wYJo/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>* (Note: At the time of the design of this behind-the-scenes study, the YouTube Community Tab did not exist, which currently makes it much easier to engage \u003cem>Deep Look\u003c/em> fans with short posts and messages about the production process.)\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/15515/cracking-the-code-deeplook-behind-the-scenes","authors":["6364"],"programs":["about_583"],"categories":["about_62"],"tags":["about_667","about_668","about_580","about_627","about_628","about_670","about_496","about_665","about_671","about_666","about_669"],"featImg":"about_15524","label":"about_583"},"about_14560":{"type":"posts","id":"about_14560","meta":{"index":"posts_1716263798","site":"about","id":"14560","score":null,"sort":[1574282678000]},"parent":0,"labelTerm":{"site":"about","term":583},"blocks":[],"publishDate":1574282678,"format":"standard","disqusTitle":"\u003ci>Cracking the Code:\u003c/i> Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity","title":"\u003ci>Cracking the Code:\u003c/i> Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity","headTitle":"Cracking the Code | About KQED","content":"\u003cp>Earlier this fall \u003ca href=\"http://kqed.org/deeplook\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cem>Deep Look\u003c/em>\u003c/a> released its \u003ca href=\"https://www.youtube.com/watch?v=sC4MjPKf3jY\" target=\"_blank\" rel=\"noopener noreferrer\">100th video\u003c/a>, about ants that kidnap other ants’ babies and enslave them. The episode has everything that makes our series of short videos about small animals and plants popular: stunning photography, a gripping story and great music.\u003c/p>\n\u003cp>By nearly any measure, \u003cem>Deep Look\u003c/em> is a success. The series, which is produced by \u003ca href=\"http://kqed.org/\" target=\"_blank\" rel=\"noopener noreferrer\">KQED public media\u003c/a> and presented by \u003ca href=\"https://www.youtube.com/user/pbsdigitalstudios\" target=\"_blank\" rel=\"noopener noreferrer\">PBS Digital Studios (PBSDS) on YouTube\u003c/a>, has \u003ca href=\"https://www.youtube.com/user/KQEDDeepLook\">1.2 million subscribers\u003c/a> and reaches millennials, a younger audience that PBS is eager to serve. Our episodes receive hundreds of thousands of views every week and the series has won numerous awards across traditional and new media fields.\u003c/p>\n\u003cp>But \u003cem>Deep Look\u003c/em> has a problem. For almost every one of our episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity that also happens on other science shows distributed by PBSDS. On average, about 70% of \u003cem>Deep Look\u003c/em>’s YouTube audience is male and only 30% is female. Our audience’s disparity is even more pronounced than that of YouTube’s average audience, which is 60% male. Naturally, this is concerning to our team.\u003c/p>\n\u003cp>“Part of our mission at public media is to make media for everyone,” says Lauren Sommer, \u003cem>Deep Look\u003c/em> host and co-writer and a radio reporter covering science and the environment at KQED. “We really want to make sure we’re reaching all audiences.”\u003c/p>\n\u003cp>So why aren’t more women watching?\u003c/p>\n\u003cp>We’re trying to figure this out with the help of \u003ca href=\"https://www.kqed.org/about/13632/kqed-and-partners-receive-3-million-national-science-foundation-grant\" target=\"_blank\" rel=\"noopener noreferrer\">a team of researchers from Yale and Texas Tech universities, and funding from the National Science Foundation\u003c/a>. Our first research results, from a national survey of 2,500 people conducted in June by Yale professor of psychology \u003ca href=\"https://law.yale.edu/dan-m-kahan\" target=\"_blank\" rel=\"noopener noreferrer\">Dan Kahan\u003c/a>, are encouraging. They show that once women click on our videos they’re just as engaged with them as men. In other words, the women watch for as long and are just as likely to share them with their friends.\u003c/p>\n\u003cp>But something is keeping some women from clicking on our episodes.\u003c/p>\n\u003cp>One of our hypotheses going into the survey was that perhaps the YouTube algorithm \u003cstrong>—\u003c/strong> that mysterious recommendation engine that serves different videos to different audiences \u003cstrong>—\u003c/strong> is to blame. We thought that YouTube might be offering our videos to more men than women. But the survey showed that a similar gender disparity occurs when people watch our videos outside of YouTube, as they did for our survey.\u003c/p>\n\u003cp>So if the YouTube algorithm and the substance of our stories aren’t keeping women away, what are some other factors to investigate? Currently, we’re taking a look at the word choices in the titles of our videos and planning a second survey to explore this and other ways in which we might encourage more women to watch.\u003c/p>\n\u003cp>We’re hoping that what we discover about viewing patterns for \u003cem>Deep Look\u003c/em> might be of use to other media organizations, along with educators, scientists and others who would like to see gains in the public’s understanding of science and environmental issues. So stay tuned as we try to get more women to take a \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>Below is a summary of the survey’s findings. You can read the full report, called “A \u003cem>Deep Look\u003c/em> at Gender Disparity” \u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\" target=\"_blank\" rel=\"noopener noreferrer\">here. \u003c/a>\u003c/p>\n\u003col>\n\u003cli>\u003cstrong>The \u003cem>Deep Look\u003c/em> audience gender disparity can be reproduced experimentally\u003c/strong>. This finding implies, among other things, that the disparity is not a consequence of the YouTube algorithm or related online and social media platforms.\u003c/li>\n\u003cli>\u003cstrong> The disparity occurs because high-science-curiosity women are less likely to choose to view certain \u003cem>Deep Look\u003c/em> episodes than are high-science-curiosity men\u003c/strong>. “Science curiosity” is a measure of the propensity of individuals to voluntarily consume science-related material for personal satisfaction. The disparity in viewing is not a natural or inevitable consequence of any difference in the satisfaction that men and women take, respectively, in being exposed to scientific insights into the workings of nature. Indeed, when high-science-curiosity women do view \u003cem>Deep Look\u003c/em> episodes, they are \u003cem>just as engaged\u003c/em> by them as high-science-curiosity men. Some other influence thus appears to impede women from electing to view episodes.\u003c/li>\n\u003cli>\u003cstrong>The difference in viewing rates among men and women is concentrated in high-science-curiosity women with modest levels of science comprehension — and disappears among high-science-curiosity women with higher levels of science comprehension\u003c/strong>. This surprising finding suggests that some unobserved disposition associated with science comprehension inhibits women (but not men) from availing themselves of an opportunity to satisfy their interest in science by choosing to view certain \u003cem>Deep Look\u003c/em> videos. The subjects’ level of “science comprehension” was measured using standardized assessment questions incorporated into the survey.\u003c/li>\n\u003cli>\u003cstrong>Aversions to the subject matter associated with disgust do not appear to be responsible for the \u003cem>Deep Look\u003c/em> gender disparity\u003c/strong>. Study measures that predict aversion to disgusting stimuli, such as lice crawling around human hair as seen in this \u003ca href=\"https://www.youtube.com/watch?v=Yb26BBvAAWU\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cem>Deep Look \u003c/em>episode\u003c/a>, were not correlated with viewing decisions for men or women. Self-reported disgust aversions did vary among men and women but not in patterns that corresponded to gender differentials in viewing decisions.\u003c/li>\n\u003c/ol>\n\u003cp>For more information about this study, see the attached \u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\" target=\"_blank\" rel=\"noopener noreferrer\">report\u003c/a>. To learn more visit \u003ca href=\"http://kqed.org/crackingthecode\" target=\"_blank\" rel=\"noopener noreferrer\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>[googleapps domain=\"drive\" dir=\"file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/preview\" query=\"\" width=\"640\" height=\"480\" /]\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n","disqusIdentifier":"14560 https://ww2.kqed.org/about/?p=14560&preview=true&preview_id=14560","disqusUrl":"https://ww2.kqed.org/about/2019/11/20/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity/","stats":{"hasVideo":false,"hasChartOrMap":false,"hasAudio":false,"hasPolis":false,"wordCount":891,"hasGoogleForm":true,"hasGallery":false,"hasHearkenModule":false,"iframeSrcs":[],"paragraphCount":14},"modified":1644279092,"excerpt":null,"headData":{"twImgId":"","twTitle":"","ogTitle":"","ogImgId":"","twDescription":"","description":"Earlier this fall Deep Look released its 100th video, about ants that kidnap other ants’ babies and enslave them. The episode has everything that makes our series of short videos about small animals and plants popular: stunning photography, a gripping story and great music. By nearly any measure, Deep Look is a success. The series,","title":"\u003ci>Cracking the Code:\u003c/i> Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity | KQED","ogDescription":"","schema":{"@context":"http://schema.org","@type":"Article","headline":"\u003ci>Cracking the Code:\u003c/i> Survey Takes A 'Deep Look' at Science Video Audience and Gender Disparity","datePublished":"2019-11-20T12:44:38-08:00","dateModified":"2022-02-07T16:11:32-08:00","image":"https://cdn.kqed.org/wp-content/uploads/2020/02/KQED-OG-Image@1x.png"}},"guestAuthors":[],"slug":"cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity","status":"publish","nprByline":"Gabriela Quirós, Deep Look Coordinating Producer","excludeFromSiteSearch":"Include","showOnAuthorArchivePages":"No","WpOldSlug":"cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender","path":"/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity","audioTrackLength":null,"parsedContent":[{"type":"contentString","content":"\u003cdiv class=\"post-body\">\u003cp>\u003cp>Earlier this fall \u003ca href=\"http://kqed.org/deeplook\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cem>Deep Look\u003c/em>\u003c/a> released its \u003ca href=\"https://www.youtube.com/watch?v=sC4MjPKf3jY\" target=\"_blank\" rel=\"noopener noreferrer\">100th video\u003c/a>, about ants that kidnap other ants’ babies and enslave them. The episode has everything that makes our series of short videos about small animals and plants popular: stunning photography, a gripping story and great music.\u003c/p>\n\u003cp>By nearly any measure, \u003cem>Deep Look\u003c/em> is a success. The series, which is produced by \u003ca href=\"http://kqed.org/\" target=\"_blank\" rel=\"noopener noreferrer\">KQED public media\u003c/a> and presented by \u003ca href=\"https://www.youtube.com/user/pbsdigitalstudios\" target=\"_blank\" rel=\"noopener noreferrer\">PBS Digital Studios (PBSDS) on YouTube\u003c/a>, has \u003ca href=\"https://www.youtube.com/user/KQEDDeepLook\">1.2 million subscribers\u003c/a> and reaches millennials, a younger audience that PBS is eager to serve. Our episodes receive hundreds of thousands of views every week and the series has won numerous awards across traditional and new media fields.\u003c/p>\n\u003cp>But \u003cem>Deep Look\u003c/em> has a problem. For almost every one of our episodes, the percentage of women who watch is considerably lower than the percentage of men, a disparity that also happens on other science shows distributed by PBSDS. On average, about 70% of \u003cem>Deep Look\u003c/em>’s YouTube audience is male and only 30% is female. Our audience’s disparity is even more pronounced than that of YouTube’s average audience, which is 60% male. Naturally, this is concerning to our team.\u003c/p>\n\u003cp>“Part of our mission at public media is to make media for everyone,” says Lauren Sommer, \u003cem>Deep Look\u003c/em> host and co-writer and a radio reporter covering science and the environment at KQED. “We really want to make sure we’re reaching all audiences.”\u003c/p>\n\u003cp>So why aren’t more women watching?\u003c/p>\n\u003cp>We’re trying to figure this out with the help of \u003ca href=\"https://www.kqed.org/about/13632/kqed-and-partners-receive-3-million-national-science-foundation-grant\" target=\"_blank\" rel=\"noopener noreferrer\">a team of researchers from Yale and Texas Tech universities, and funding from the National Science Foundation\u003c/a>. Our first research results, from a national survey of 2,500 people conducted in June by Yale professor of psychology \u003ca href=\"https://law.yale.edu/dan-m-kahan\" target=\"_blank\" rel=\"noopener noreferrer\">Dan Kahan\u003c/a>, are encouraging. They show that once women click on our videos they’re just as engaged with them as men. In other words, the women watch for as long and are just as likely to share them with their friends.\u003c/p>\n\u003cp>But something is keeping some women from clicking on our episodes.\u003c/p>\n\u003cp>One of our hypotheses going into the survey was that perhaps the YouTube algorithm \u003cstrong>—\u003c/strong> that mysterious recommendation engine that serves different videos to different audiences \u003cstrong>—\u003c/strong> is to blame. We thought that YouTube might be offering our videos to more men than women. But the survey showed that a similar gender disparity occurs when people watch our videos outside of YouTube, as they did for our survey.\u003c/p>\n\u003cp>So if the YouTube algorithm and the substance of our stories aren’t keeping women away, what are some other factors to investigate? Currently, we’re taking a look at the word choices in the titles of our videos and planning a second survey to explore this and other ways in which we might encourage more women to watch.\u003c/p>\n\u003cp>We’re hoping that what we discover about viewing patterns for \u003cem>Deep Look\u003c/em> might be of use to other media organizations, along with educators, scientists and others who would like to see gains in the public’s understanding of science and environmental issues. So stay tuned as we try to get more women to take a \u003cem>Deep Look\u003c/em>.\u003c/p>\n\u003cp>Below is a summary of the survey’s findings. You can read the full report, called “A \u003cem>Deep Look\u003c/em> at Gender Disparity” \u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\" target=\"_blank\" rel=\"noopener noreferrer\">here. \u003c/a>\u003c/p>\n\u003col>\n\u003cli>\u003cstrong>The \u003cem>Deep Look\u003c/em> audience gender disparity can be reproduced experimentally\u003c/strong>. This finding implies, among other things, that the disparity is not a consequence of the YouTube algorithm or related online and social media platforms.\u003c/li>\n\u003cli>\u003cstrong> The disparity occurs because high-science-curiosity women are less likely to choose to view certain \u003cem>Deep Look\u003c/em> episodes than are high-science-curiosity men\u003c/strong>. “Science curiosity” is a measure of the propensity of individuals to voluntarily consume science-related material for personal satisfaction. The disparity in viewing is not a natural or inevitable consequence of any difference in the satisfaction that men and women take, respectively, in being exposed to scientific insights into the workings of nature. Indeed, when high-science-curiosity women do view \u003cem>Deep Look\u003c/em> episodes, they are \u003cem>just as engaged\u003c/em> by them as high-science-curiosity men. Some other influence thus appears to impede women from electing to view episodes.\u003c/li>\n\u003cli>\u003cstrong>The difference in viewing rates among men and women is concentrated in high-science-curiosity women with modest levels of science comprehension — and disappears among high-science-curiosity women with higher levels of science comprehension\u003c/strong>. This surprising finding suggests that some unobserved disposition associated with science comprehension inhibits women (but not men) from availing themselves of an opportunity to satisfy their interest in science by choosing to view certain \u003cem>Deep Look\u003c/em> videos. The subjects’ level of “science comprehension” was measured using standardized assessment questions incorporated into the survey.\u003c/li>\n\u003cli>\u003cstrong>Aversions to the subject matter associated with disgust do not appear to be responsible for the \u003cem>Deep Look\u003c/em> gender disparity\u003c/strong>. Study measures that predict aversion to disgusting stimuli, such as lice crawling around human hair as seen in this \u003ca href=\"https://www.youtube.com/watch?v=Yb26BBvAAWU\" target=\"_blank\" rel=\"noopener noreferrer\">\u003cem>Deep Look \u003c/em>episode\u003c/a>, were not correlated with viewing decisions for men or women. Self-reported disgust aversions did vary among men and women but not in patterns that corresponded to gender differentials in viewing decisions.\u003c/li>\n\u003c/ol>\n\u003cp>For more information about this study, see the attached \u003ca href=\"https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/view\" target=\"_blank\" rel=\"noopener noreferrer\">report\u003c/a>. To learn more visit \u003ca href=\"http://kqed.org/crackingthecode\" target=\"_blank\" rel=\"noopener noreferrer\">kqed.org/crackingthecode\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003cp>\u003ciframe\n src='https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/preview?embedded=true'\n title='https://drive.google.com/file/d/1PQ1PEukuz_Rgv3_icmLxw58VbtPkfpBj/preview'\n width='640'\n height='480'\n frameborder='no'>\u003c/iframe>\u003c/p>\u003cp>\u003c/p>\n\u003cp>\u003cimg class=\"alignnone wp-image-14542 size-medium\" src=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png\" alt=\"Cracking the Code\" width=\"800\" height=\"104\" srcset=\"https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-800x104.png 800w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-160x21.png 160w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-768x100.png 768w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1020x133.png 1020w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1200x156.png 1200w, https://ww2.kqed.org/app/uploads/sites/19/2019/04/logo-left-1920x250.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" />\u003c/p>\n\u003c/div>\u003c/p>","attributes":{"named":{},"numeric":[]}}],"link":"/about/14560/cracking-the-code-survey-takes-a-deep-look-at-science-video-audience-and-gender-disparity","authors":["byline_about_14560"],"programs":["about_583"],"tags":["about_667","about_580","about_716","about_627","about_628","about_621"],"featImg":"about_14478","label":"about_583"}},"programsReducer":{"possible":{"id":"possible","title":"Possible","info":"Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.","airtime":"SUN 2pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Possible-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.possible.fm/","meta":{"site":"news","source":"Possible"},"link":"/radio/program/possible","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/possible/id1677184070","spotify":"https://open.spotify.com/show/730YpdUSNlMyPQwNnyjp4k"}},"1a":{"id":"1a","title":"1A","info":"1A is home to the national conversation. 1A brings on great guests and frames the best debate in ways that make you think, share and engage.","airtime":"MON-THU 11pm-12am","imageSrc":"https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/1a.jpg","officialWebsiteLink":"https://the1a.org/","meta":{"site":"news","source":"npr"},"link":"/radio/program/1a","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?s=143441&mt=2&id=1188724250&at=11l79Y&ct=nprdirectory","tuneIn":"https://tunein.com/radio/1A-p947376/","rss":"https://feeds.npr.org/510316/podcast.xml"}},"all-things-considered":{"id":"all-things-considered","title":"All Things Considered","info":"Every weekday, \u003cem>All Things Considered\u003c/em> hosts Robert Siegel, Audie Cornish, Ari Shapiro, and Kelly McEvers present the program's trademark mix of news, interviews, commentaries, reviews, and offbeat features. Michel Martin hosts on the weekends.","airtime":"MON-FRI 1pm-2pm, 4:30pm-6:30pm\u003cbr />SAT-SUN 5pm-6pm","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/All-Things-Considered-Podcast-Tile-360x360-1.jpg","officialWebsiteLink":"https://www.npr.org/programs/all-things-considered/","meta":{"site":"news","source":"npr"},"link":"/radio/program/all-things-considered"},"american-suburb-podcast":{"id":"american-suburb-podcast","title":"American Suburb: The Podcast","tagline":"The flip side of gentrification, told through one town","info":"Gentrification is changing cities across America, forcing people from neighborhoods they have long called home. Call them the displaced. Now those priced out of the Bay Area are looking for a better life in an unlikely place. American Suburb follows this migration to one California town along the Delta, 45 miles from San Francisco. But is this once sleepy suburb ready for them?","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/American-Suburb-Podcast-Tile-703x703-1.jpg","officialWebsiteLink":"/news/series/american-suburb-podcast","meta":{"site":"news","source":"kqed","order":"13"},"link":"/news/series/american-suburb-podcast/","subscribe":{"npr":"https://rpb3r.app.goo.gl/RBrW","apple":"https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?mt=2&id=1287748328","tuneIn":"https://tunein.com/radio/American-Suburb-p1086805/","rss":"https://ww2.kqed.org/news/series/american-suburb-podcast/feed/podcast","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkMzMDExODgxNjA5"}},"baycurious":{"id":"baycurious","title":"Bay Curious","tagline":"Exploring the Bay Area, one question at a time","info":"KQED’s new podcast, Bay Curious, gets to the bottom of the mysteries — both profound and peculiar — that give the Bay Area its unique identity. And we’ll do it with your help! You ask the questions. You decide what Bay Curious investigates. 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You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>","imageSrc":"https://cdn.kqed.org/wp-content/uploads/2024/04/Mindshift-Podcast-Tile-703x703-1.jpg","imageAlt":"KQED MindShift: How We Will Learn","officialWebsiteLink":"/mindshift/","meta":{"site":"news","source":"kqed","order":"2"},"link":"/podcasts/mindshift","subscribe":{"apple":"https://podcasts.apple.com/us/podcast/mindshift-podcast/id1078765985","google":"https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5tZWdhcGhvbmUuZm0vS1FJTkM1NzY0NjAwNDI5","npr":"https://www.npr.org/podcasts/464615685/mind-shift-podcast","stitcher":"https://www.stitcher.com/podcast/kqed/stories-teachers-share","spotify":"https://open.spotify.com/show/0MxSpNYZKNprFLCl7eEtyx"}},"morning-edition":{"id":"morning-edition","title":"Morning Edition","info":"\u003cem>Morning Edition\u003c/em> takes listeners around the country and the world with multi-faceted stories and commentaries every weekday. 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On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. 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