Making Science Education More Accessible: A Case Study of TikTok's Utility as a Science Communication Tool.

Abstract

Social media has revolutionized science communication, allowing for rapid dissemination of science-related content to the public. In recent years, video platforms like TikTok and Instagram have implemented recommendation algorithms that track users' interests andsuggest personalized videos. As a result, these apps have become powerful tools for public messaging, facilitating access to audiences that are naturally curious about science. In 2020 I began uploading educational science videos to TikTok which have collectively accumulated more than 48 million views and 8 million "likes." Here I present an analysis of video metrics collected from the TikTok app for a random sampling of 150 videos, searching for factors that predict the number of views a video receives and the level of viewer engagement. Videos with higher view counts were liked and shared at higher rates and sustained viewer attention for longer. Properties like hashtags, sounds, and effects did not significantly influence video views. Interestingly, videos summarizing research papers received the highest levels of engagement, potentially reflecting high demand from lay audiences who are traditionally unable to access scientific literature. Finally, I present survey data demonstrating that 84% of users report feeling more trustful of science & scientists after following this account. Although the generalizability of these findings is limited, the results offer insights into the factors that drive video performance on TikTok and how users engage with scientific content on social media. These findings may help science communicators more effectively reach wider audiences and promote science literacy in new and innovative ways.