TikTok has emerged as a key platform for discussing polarizing topics, including climate change. Despite its growing influence, there is limited research exploring how content features shape emotional alignment between video creators and audience comments, as well as their impact on user engagement. Using a combination of pretrained and fine-tuned textual and visual models, we analyzed 7,110 TikTok videos related to climate change, focusing on content features such as semantic clustering of video transcriptions, visual elements, tonal shifts, and detected emotions. (1) Our findings reveal that positive emotions and videos featuring factual content or vivid environmental visuals exhibit stronger emotional alignment. Furthermore, emotional intensity and tonal coherence in video speech are significant predictors of higher engagement levels, offering new insights into the dynamics of climate change communication on social media. (2) Our preference learning analysis reveals that comment emotions play a dominant role in predicting video shareability, with both positive and negative emotional responses acting as key drivers of content diffusion. We conclude that user engagement—particularly emotional discourse in comments—significantly shapes climate change content shareability.

Predicting emotions elicited by news headlines can be challenging as the task is largely influenced by the varying nature of people’s interpretations and backgrounds. Previous works have explored classifying discrete emotions directly from news headlines. We provide a different approach to tackling this problem by utilizing people’s explanations of their emotion, written in free-text, on how they feel after reading a news headline. Using the dataset BU-NEmo+ (Gao et al., 2022), we found that for emotion classification, the free-text explanations have a strong correlation with the dominant emotion elicited by the headlines. The free-text explanations also contain more sentimental context than the news headlines alone and can serve as a better input to emotion classification models. Therefore, in this work we explored generating emotion explanations from headlines by training a sequence-to-sequence transformer model and by using pretrained large language model, ChatGPT (GPT-4). We then used the generated emotion explanations for emotion classification. In addition, we also experimented with training the pretrained T5 model for the intermediate task of explanation generation before fine-tuning it for emotion classification. Using McNemar’s significance test, methods that incorporate GPT-generated free-text emotion explanations demonstrated significant improvement (P-value < 0.05) in emotion classification from headlines, compared to methods that only use headlines. This underscores the value of using intermediate free-text explanations for emotion prediction tasks with headlines.