A new study examining how scientists share knowledge on social media reveals that different digital platforms and scientific topics require distinct communication styles to reach a wide audience. The study found that snappy, objective videos performed best on TikTok, while detailed and slightly sarcastic explanations received more attention on YouTube. These findings were recently published in the journal Computers in Human Behavior.
In our highly digitalized society, the way scientific knowledge reaches the public relies heavily on social media networks. Online platforms allow experts to speak directly to the public without having to filter their messages through traditional news media. This direct communication helps combat pervasive misinformation and build a more informed population.
However, the sheer volume of content available online makes it difficult for users to identify reliable sources. Many science communicators post accurate, well-researched information but fail to attract an audience. The researchers wanted to understand the specific factors that help certain science posts go viral while others go unnoticed.
Knowing what drives audience engagement helps content creators design better educational materials. Principal researcher Montserrat Eiger and his team at the University of Zaragoza in Spain set out to identify common characteristics of successful science videos. Their research focused on the precise characteristics that determine digital popularity across different scientific fields.
Social media platforms provide unique opportunities for academics to build trust with the public. Before the Internet, scientific discoveries were primarily published in thick academic and specialized journals. Biologists and physicists can now record simple videos on their smartphones and have them reach millions of viewers in a matter of hours. This modern shift relies on communicators acting as empathetic figures who can break down complex concepts.
The research team examined the performance of prominent science influencers on Instagram, TikTok, and YouTube. They selected a total of 60 accounts representing five different knowledge areas. These fields include the arts, humanities, health sciences, laboratory sciences, social sciences, and engineering.
To collect the data, the researchers extracted the 20 most popular videos from each selected profile. This process produced a total sample of 1,200 videos posted from early 2022 to late 2023. The team then used analytics software to measure engagement metrics such as total comments, user reactions, and overall views. The researchers set a specific time frame to obtain a broad sample of digital activity while fairly comparing different applications.
After downloading the numerical data, the team turned their attention to spoken language. They utilized speech recognition software to transcribe the audio tracks of all videos. Once the transcripts were completed, the researchers entered the text into a language analysis program.
The program assessed various aspects of the language used by influencers. This measured polarity, which determines whether a statement is slanted very positively or slanted very negatively. We also checked for subjectivity by dividing statements into factual explanations or personal opinions. Finally, the software looked for examples of sarcasm and emotional agreement within the sentences.
The researchers found different patterns of behavior across the three social media networks. TikTok consistently generated the highest levels of audience interaction, including likes and comments. The videos on this app tended to be very objective, mixed with extreme emotions. The short format seemed to reward quick, attention-grabbing delivery over nuanced discussion.
Instagram showcased user habits a little differently than before. The app was praised for its visually appealing content and positive emotional framing. Catchy captions packed with popular hashtags and optimistic quotes performed extremely well on this network.
YouTube produced a completely different engagement pattern compared to the other two platforms. YouTube videos received fewer total likes and comments per post, but provided space for deeper and longer explanations. YouTube creators successfully utilized higher levels of subjectivity and sarcasm to keep viewers entertained during long discussions.
This study also demonstrated that audience expectations change depending on the area of science being discussed. Audiences seeking information about physics, mathematics, and engineering tend to prefer objective presentations. Creators in these fields have generated tons of likes by clearly explaining concepts without resorting to heavy humor or subjective opinions.
This pattern has been completely reversed within the social sciences. When creators discussed topics like psychology and sociology, viewers wanted to relate to their personal thoughts. Although the number of likes was relatively low for videos in this category, the number of comments increased exponentially. Communicators with subjective opinions and sarcastic commentary succeeded in stimulating discussion among viewers.
Health science accounts have been successful by maintaining an objective tone while remaining empathetic. Engaged audiences responded well to fact-based medical information without strong irony. Experimental science creators performed best when they mixed positive emotions with a healthy dose of humor and subjective opinion.
Arts and humanities profiles tended to score near neutral on the emotional polarity scale. Overall engagement metrics lag slightly behind the hard sciences, as these topics often invite deep thought rather than quick reactions. These creators have managed to build a loyal following by using irony and highly subjective messages.
Based on the data, the researchers proposed several guidelines for aspiring science communicators. Anyone looking to grow their audience on TikTok should focus on short, visually dynamic videos that get to the desired point quickly. Emotional appeals have little impact in this application, so creators should focus on encouraging immediate interaction from their audience.
For Instagram, communicators need to combine educational facts with an inspirational tone. The platform rewards personal storytelling and helps academics build affinity with the public. YouTube creators should not worry about getting instant likes and should focus on creating structured, educational lessons. Utilizing humor and emotional diversity can help keep long-form content engaging.
Although the results provide clear guidelines for online educators, the researchers found some limitations to their work. This study focused on the most popular posts by prominent influencers. This study introduces a level of survivorship bias by excluding less successful videos from smaller creators. What works for a large influencer may not yield the same results for a new account.
The design of this analysis also means that we cannot prove that a particular emotional tone directly causes a video to go viral. The invisible algorithms that guide these platforms often prioritize content based on companies’ hidden formulas. Social media companies design their software to keep you watching. This means that viewers may not have the freedom to choose the content they consume.
Reliance on automated text analysis also comes with potential bias. Artificial intelligence tools can sometimes struggle to accurately interpret cultural slang and subtle sarcasm. The videos tested included differences in language and regional dialects, so the software may have missed some of the more subtle human emotions.
The indicators themselves provide only a superficial measure of educational success. A high number of likes indicates that the video received attention, but it’s not clear what viewers actually absorbed. Tapping the screen requires almost no mental effort. True learning requires a level of deep engagement that is not easily measured by simple social media metrics.
The study, “Science Communication on Social Media: An Analysis of Success on TikTok, Instagram, and YouTube Across Scientific Fields,” was authored by Montserrat Aiger, Carmen Elboj, Raquel Lozano-Blasco, and Marian Acero-Ferrero.
