Why do we focus on science communication on Instagram?
We are focusing on this topic because young people often receive information through social media nowadays. Traditional channels such as newspapers, television or radio have become less important for many of them. At the same time, scientific content can easily get lost on Instagram between entertainment, trends and advertising.
What was our goal?
Our goal was to make science more visible, understandable and relatable on Instagram. With our account @nudgenight.hshl, we wanted to test how scientific content can be presented in a way that actually reaches young adults.
Which formats did we use?
We tested different Instagram formats, including short reels, static posts, interviews and behind-the-scenes content. This allowed us to see which types of content worked best for science communication.
How is this connected to nudging?
We did not develop a classical nudge. However, our project follows the basic idea of nudging: people should not be forced to engage with science. Instead, access to scientific content should become easier, more attractive and less intimidating.
What did our results show?
Our Instagram insights show that especially reels worked well. Within 30 days, we achieved 13,812 views and reached 4,724 accounts. Almost 70 percent of the views came from non-followers. We mainly reached young adults between 18 and 34 years old (As of June 26th 2026).
What is our main takeaway?
Our main takeaway is that science communication on Instagram can work when content is short, visual, authentic and easy to understand. Science does not have to seem complicated or distant; it can also be communicated in a modern and relatable way.
