Science communication has become increasingly important in today’s digital world. Social media platforms such as TikTok provide researchers and science communicators with the opportunity to reach millions of people in just a few seconds. However, not every science video receives the same level of attention. This raised the question: Which characteristics make science communication on TikTok more engaging?
Our Project
The aim of our project was to identify factors that contribute to successful science communication on TikTok. We focused on science creators who regularly publish educational content and examined how different communication strategies influence audience engagement.
To answer this question, we analyzed several TikTok videos from different science communicators. For each creator, we compared highly successful videos with less successful ones. Instead of evaluating scientific accuracy, we focused on communication strategies and user interaction.
What We Examined
Our analysis included both quantitative and qualitative aspects of the videos. We collected engagement data such as views, likes, comments, shares, and saves in order to calculate each video’s engagement rate.
Additionally, we coded several communication features, including:
- Clear and easy-to-understand language
- Strong hooks within the first few seconds
- Emotional language and humor
- Storytelling and real-life examples
- Clear structure and organization
- References to scientific studies and sources
- Use of trends and platform-specific elements
By comparing these characteristics across multiple videos, we explored which elements appeared most frequently in videos with higher engagement.
Why This Matters
Today, many people receive scientific information through social media rather than traditional sources. Platforms like TikTok therefore play an important role in making scientific knowledge more accessible to the general public.
Our project highlights that successful science communication is not only about presenting accurate information but also about communicating it in a way that captures attention and remains understandable. Features such as storytelling, emotional appeal, and relatable everyday examples may help increase audience engagement without necessarily compromising scientific quality.
Our Takeaway
This project demonstrated how communication style can strongly influence the visibility and accessibility of scientific content online. It also showed the importance of adapting scientific information to the expectations and habits of social media users while maintaining credibility.
Understanding which communication strategies are effective can help future science communicators, researchers, and organizations reach broader audiences and encourage greater public interest in science.
