Shikhakrati Negi, Rupasi Tiwari and Maina Kumari
ICAR- Indian Veterinary Research Institute, Izatnagar, Bareilly, Uttar Pradesh - 243122
Innovative ICT platforms like social media have enabled individuals and organizations to establish user-driven online networks for engagement, fostering collaboration and enabling multi-actor engagement. Harnessing user-generated content on ICT platforms enhances communication, fostering improved collaboration and knowledge sharing. Social media offers farmers a unique opportunity to co-create content and engage in co-learning. To be successful in social media, it is important to commit to a long-term strategy and effort; for farming clients, an effective approach involves creating and receiving online and offline feedback to refine the use of social media tools. Studying user behaviour on social media can help to provide personalized, interactive, and immersive services. The present study is conducted to understand viewership preferences and user engagement on YouTube specifically related to livestock farming. The respondents include participants of two popular WhatsApp groups related to animal husbandry. The participants were sent google forms and out of all the responses received, a sample of 120 respondents was selected randomly for the study. The responses obtained have been scored and analyzed using appropriate statistical techniques. The findings indicate that users prefer to watch scientific and evidence-based informative videos with a focus on real-life examples and demonstrations. The YouTube algorithms viz. number of likes, comments, and views on a video majorly influence the decision of viewers about the selection of the content to watch. Insights like these can help to create content that resonates with the target audience, increases engagement, builds credibility, and enhances their knowledge, enabling them to make more informed decisions and improve their farming practices. Furthermore, relevant content creation is crucial for better outreach on social media.