Cognitive engagement on social media: A study of the effects of visual cueing in educational videos

The popularity of video on social media has been on a steady rise. Yet, given the criticality of engagement in computer-mediated activities, research on engagement with videos on social media is scarce. Motivated by this research gap, we theorize and test the effects of visual cueing on cognitive engagement with videos on social media. We distinguish between voluntary and involuntary visual cues. Textual and visual signals are voluntary visual cues used deliberately to alter behavior. Involuntary visual cues such as color contrast and visual complexity direct people without their awareness. We conceptualize cognitive engagement at two levels - shallow and deep. Our analyses of YouTube videos show that visual and textual signals affect both shallow and deep cognitive engagement. Color contrast contributes to neither shallow nor deep cognitive engagement, and visual complexity boosts only deep cognitive engagement. This study adds to the theoretical understanding of cognitive engagement and visual cueing and substantiates the empirical knowledge on the effects of visual cueing on cognitive engagement with videos. Furthermore, this study is valuable for video designers and developers to optimize video engagement with the appropriate use of visual cueing.