To do this praxis assignment, I chose to analyze some aspects of Chloe Ting’s Youtube Channel by using Voyant, an open-source text analysis software.
For those who may not know her work or are not so fond of YouTube at-home workouts, Chole Ting is a very famous YouTuber and fitness influencer that became viral in 2020, as many of us had to stay home during this year due to COVID-19 pandemic. Before the pandemic had spread globally, Ting had 2.6 million subscribers on YouTube, and by the end of July, she was nearing 13 million. While I write this post, her channel shows the mark of 22,3 million subscribers.
There are a couple of reasons why she became such a hit. She has easy-to-follow exercises and short videos, and for most of them, you don’t need any equipment. At the same time, her plans are specific, meaning if you’re looking to train your abs, legs, bum, or shoulders, there is a video or two for you.
In general, all these aspects are evident at first glance, as her videos titles are very descriptive (ex.: 15 min Intense HIIT for Fat Burn | Standing & No Equipment). Based on this, I started an investigation based on this question:
What are the most frequent types of training people look for in Chloe Ting’s 2021 workout videos?
My hypothesis was that I could get the answer by identifying the most frequent words in Chloe Ting’s 2021 workout video titles in two phases: first, by doing this exercise with all video titles, in order to understand the general pattern; second, by doing it only with the titles of the most viewed videos (with more than 10M views), in order to consider if there are significant differences between them. For that, I decided to use Voyant, a web-based software that provides different sorts of graphs based on text analysis.
Since I was interested in finding differences between word patterns, I selected the Cirrus visualization, which is a word cloud that visualizes the top frequency words of a corpus or document. Above, you can find the result I got by trying to answer my question:


Analysis
While some of the most frequent words remained the same (such as workout, challenge, and min), words related to abdomen workout (such as abs, stomach, and flat) were more frequent in the titles of the most seen videos, as well as words related to aerobic workout (such as loss and weight).
Based on these results, we could infer that Chloe’s audience is more focused on losing weight and getting shredded abs. However, as I decided to also analyze in what ways the most viewed videos were presented in Chloe’s channel, I discovered that other aspects of analysis should be considered.
For example, I noticed that the most seen video in Chloe Ting’s 2021 workout training is a 8 minute quick warm-up routine video, with more than 18M views. Despite its success, as it is the only workout video she produced in 2021 with this specific focus, the expression “warm-up” doesn’t even appear in the cirrus visualization of the titles of the most seen videos.
In addition to that, I also realized that as Youtube presents new videos of the same playlist automatically right after a video finishes, the success of specific videos may impact the visibility of others. For example, the videos NEW Full Body HIIT Workout to lose Weight | 2021 Flat Stomach Challenge and DO THIS Workout To Lose Weight | 2 Weeks Shred Challenge 2021 have more than 10M views, and they are both in the same playlist of the 8-minute video I mentioned previously.

Final thoughts
As I started my exercise to understand issues regarding human behavior on Youtube, analyzing word frequency on video titles provided me with superficial and biased results. First, while exploring the text mining technique, I realized that I should have considered the number of videos that are offered in Chloe’s channel related to each theme. At the end of the experiment, however, I also concluded that answering my question depended on understanding how Youtube’s audience consumes content and how their behavior shapes how Youtube’s algorithm suggests content.






