CONTENT ANALYSIS OF YOUTUBE VIDEOS ON OIL PALM PRODUCTION AND PROCESSING IN NIGERIA

Abstract

YouTube has emerged as a vital platform for disseminating agricultural information, particularly on oil palm production and processing, a key economic activity in Nigeria. However, the content quality, presentation patterns, and audience engagement of such videos remain largely unexamined. This study specifically ascertained the metadata, described video characteristics, analyzed patterns of presentation, determined audience engagement levels, and examined the contents of the videos. A total of 152 YouTube videos were purposively sampled. Primary data on video metadata were collected by viewing the videos. Data were analyzed using frequency count, percentage, mean, standard deviation, and independent samples t-test. The findings showed that private individuals (40.1%) and media houses (35.5%) were the dominant video sources. Most videos (79.6%) had descriptions and were uploaded recently (2019–2023). Over half (55.0%) focused on processing, 50.7% were meant for 1–7 minutes, and 57.9% contained mobilizing information. Video qualities were mainly 1080p (46.7%) and 720p (35.5%). Presentation patterns included training/demonstration (16.4%), news (14.9%), and documentary (12.2%). The mean views were 45,964.9, likes 302.7, subscribers 393,000.3, and comments 31.3. Major contents covered commercial production (13.8%), agronomic practices (12.3%), and modern palm oil processing (11.8%). Significant differences existed between recent and older videos in duration (t = 3.684, p ≤ 0.01), quality (t = 4.277, p ≤ 0.01), and presentation patterns (t = 1.994, p ≤ 0.05). YouTube provides varied, targeted agricultural information on oil palm that addresses specific audience needs and can serve as an effective alternative information source.