Usage of short video applications (SVAs): Exploring Italian users’ social representations of short video creators and trust in informational and educational SVA content providers

Adults increasingly spend time on Short Video Applications (SVAs) like TikTok, Reels, and YouTube Shorts, with content expanding beyond entertainment to include a significant amount of informational and educational videos. This study explored the social representations of SVA content creators and examined the age-related differences in the trust that Italian users place in SVA creators who provide informational and educational content. The study used an ad hoc online survey among 767 Italian users aged 18 to 88, recruited through non-probability snowball sampling between 19 and 25 October 2022. Results indicate that Italian SVA users perceive short video content creators as creative individuals skilled in short-form video production and knowledgeable in specific subjects. Informational and sports & entertainment are the primary types of content viewed across all age groups. While younger users place greater emphasis on professional skills and authoritative content, older users tend to prioritize engagement and presentation skills. Quantitative analysis also indicates that trust in SVA creators is moderate overall but higher among students and users who engage more frequently and for extended periods. Trust is further shaped by communication skills, responsiveness, and the creator's willingness to create and share content. Lastly, algorithmic recommendations, user-friendly interfaces, and the accessibility of content are key factors that drive SVA usage.