Exploring TikTok as a promising platform for geoscience communication

Abstract

Abstract. With TikTok emerging as one of the most popular social media platforms, there is significant potential for science communicators to capitalize on this success and to share their science with a broad, engaged audience. While videos of chemistry and physics experiments are prominent among educational science content on TikTok, videos related to the geosciences are comparatively lacking, as is an analysis of what types of geoscience videos perform well on TikTok. To increase the visibility of the geosciences and geophysics on TikTok and to determine best strategies for geoscience communication on the app, we created a TikTok account called “Terra Explore” (@TerraExplore). The Terra Explore account is a joint effort between science communication specialists at UNAVCO, IRIS (Incorporated Research Institutions for Seismology), and OpenTopography. We produced 48 educational geoscience videos over a 4-month period between October 2021 and February 2022. We evaluated the performance of each video based on its reach, engagement, and average view duration to determine the qualities of a successful video. Our video topics primarily focused on seismology, earthquakes, topography, lidar (light detection and ranging), and GPS (Global Positioning System), in alignment with our organizational missions. Over this time period, our videos garnered over 2 million total views, and our account gained over 12 000 followers. The videos that received the most views received nearly all (∼ 97 %) of their views from the For You page, TikTok's algorithmic recommendation feed. We found that short videos (< 30 s) had a high average view duration, but longer videos (> 60 s) had the highest engagement rates. Lecture-style videos that were approximately 60 s in length had more success in both reach and engagement. Our videos that received the highest number of views featured content that was related to a recent newsworthy event (e.g., an earthquake) or that explained location-based geology of a recognizable area. Our results highlight the algorithm-driven nature of TikTok, which results in a low barrier to entry and success for new science communication creators.

Women Scientists on TikTok: New Opportunities to Become Visible and Challenge Gender Stereotypes

“…Scientists develop different strategies for shaping their discourse practices in digital communication environments (Koivumäki et al, 2020), and emotional appeals and "edutainment"oriented approaches in science communication are seen as having the potential to enable communicators to reach new audiences (Taddicken & Reif, 2020). Zawacki et al (2022) argue that TikTok may function as a platform where educational science videos are able to reach a large audience without much effort. Habibi and Salim (2021) found that short lecture-style videos on TikTok had a significantly higher "watch time" compared to longer lecture-style or experimental videos.…”