Research on the Influencing Factors of Audience Popularity Level of COVID-19 Videos during the COVID-19 Pandemic

(1) Background: During the COVID-19 pandemic, users share and obtain COVID-19 information through video platforms, but only a few COVID-19 videos become popular among most audiences. Therefore, it is a very interesting and important research question to explore the influencing factors of the popularity of COVID-19 videos during the COVID-19 pandemic; (2) Our research collects video data related to the keyword “COVID-19” on video platform, the data are analyzed by content analysis and empirical analysis. We then constructed a theoretical model based on the information adoption model; (3) A total of 251 videos were divided into three categories. The least common category was the data and analysis category (11.2%), followed by the prevention and control status category (13.5%); the knowledge and general science category was the most common (75.3%). From the perspective of video quality, the information sources of most videos are relatively reliable, and the content of medical information is low. The research results showed that short video lengths, longer descriptions, more reliable video sources and lower medical information content were more popular with audiences. Audiences are more likely to be attracted to videos in the prevention and control status category and knowledge and general science category. Videos uploaded by uploaders who have a higher influence are more popular with audiences; (4) Conclusions: During the COVID-19 pandemic, information quality (video length, description length, video content type, and medical information and content index) and source credibility (information source reliability, influence and certification type) all significantly influence the popularity level of COVID-19 videos. Our research conclusions can provide management suggestions for the platform, make videos released by uploaders more popular with audiences, and help audiences better understand COVID-19 information and make prevention and control efforts.