The Role of Presentation Styles in Countering Misinformation on Short Video Platforms CSCW039

While short video platforms such as TikTok, YouTube Shorts, and Instagram Reels are frequently criticised for facilitating the spread of misinformation, they are also increasingly leveraged as tools for countering it through debunking content. Although video-based corrections have demonstrated effectiveness, their persuasive impact may depend on the richness of their audio-visual elements. This study examines the persuasive efficacy of three fundamental presentation styles commonly used in short-form video content: (1) videos featuring only captions, (2) captions accompanied by relevant images, and (3) captions presented alongside the creator’s visible face. Our results indicate that videos incorporating either relevant and engaging imagery or the creator’s facial presence are significantly more persuasive than those relying solely on captions. Based on these findings, we propose practical recommendations for improving the effectiveness of debunking videos, with the aim of promoting belief revision and mitigating misinformation on short video platforms.