Video features that favor the engagement of science communicators on TikTok

Abstract

Introduction: Science dissemination seeks to involve the public in science and stimulate discussion on scientific topics. This practice has extended in recent years thanks to the boom in social networks. Among these networks, TikTok has become a medium for science literacy, particularly among a young audience. Methodology: For the methodological approach, a mixed stance was used. The objective of this research was to describe the features of the content associated with engagement in Spanish-speaking science communicators through TikTok. The contents (videos) of 10 broadcasters who use a TikTok account to disseminate their contents were analyzed. The format, type and content of 94 videos shared by these broadcasters between August and December 2022 were analyzed. Results: It was found that some of the features related to higher engagement were: video length (>60 seconds), number of hashtags (between 5 and 10), use of animated infographics, news presentation, adherence to the stated mission (typically disseminating science) and not making videos for advertising purposes. Discussion: Although the study of digital engagement in social networks is not new, the particular case of science communicators in social networks is still a new field. Conclusions: The results of this study can be important inputs to help science communicators improve their level of engagement.