Wordcloud depicting the nature of comments for one of the pet otter influencer videos (defined as the most viewed and the most popular videos; > median views, and > median like:view ratios) selected for comment content analysis (those with > 1,000 comments). The wordcloud shown here is for Video 2 (see Table 2; wordclouds for the other four videos are given in Appendix 3). Font size is relative to the frequency at which each of the words appears in the comments; stopwords and profanities have been removed (see Methods).