Modeling Engagement with Brand and Organizational TikTok Videos Using Machine-Assisted Theory-Ensemble Annotation (opens in new tab)

Short-form video is difficult to study at scale because meaning emerges through audiovisual elements, language, and participatory, algorithmic and trend-based platform dynamics. Manual annotation of these layers is laborious at scale and difficult to standardize. We demonstrate how multimodal large language models (LLMs) can help address this bottleneck by annotating a set of 77 theory-driven structural variables derived from narratology, rhetor...