Science communication in social media
How does successful science communication on social platforms work?
漏 Victollio / iStock.com
Social media has drastically changed science communication in recent years. But how does successful scicomm work on social platforms? And which ones are best? We have collected a number of valuable tips from experts.
Updated: 2025-07-07
is a lecturer at the National Institute for Science Communication (NaWik) in Karlsruhe and is head of the E-learning department. She has spent many years focusing on science communication, dialogue formats and public discourse about research. She advises researchers on how best to communicate their findings in a way that is understandable, effective and target-group oriented.
Why should scientific researchers use social media?
Social media platforms offer scientists numerous advantages that go far beyond merely sharing research results. One of the most important functions is that of making research more visible. Brandt-Bohne says: 鈥淢ore attention on one鈥檚 own research can lead to being quoted more often or to invitations to deliver lectures.鈥�
Beyond that, social media platforms enable the direct networking with others in the same area of expertise and with decision-makers. Particularly in an era where disinformation is widespread, it is essential for scientists to present themselves as trustable sources. 鈥淪ocial media gives researchers the opportunity to communicate scientific facts in an understandable and targeted fashion,鈥� says Brandt-Bohne. Furthermore, regular science communication improves one鈥檚 ability to share complex issues with a broader audience 鈥� an ability that is advantageous both for teaching and for writing articles in academic publications.
X, Insta, LinkedIn: Finding the right platform
Not every platform is useful for every type of science communication. Depending on the target group and content, different social media platforms offer different benefits. The following chart provides an overview to help find the best platform for your research.
An overview of social media platforms
| Platform | Target group | Content | Advantages | Disadvantages |
|---|---|---|---|---|
|
Short message services (X, Threads, Bluesky, Mastodon) |
Professional colleagues, journalists, science buffs |
Short text messages (280 鈥� 500 characters), discussions, links to publications |
Rapid dissemination of current research results, more direct interaction with specialist audience, high visibility for debates |
High activity levels require regular use, frequently heated discussions, uncertain algorithmic visibility |
|
|
Professional colleagues, employers, funding institutions |
Longer posts, articles, updates from companies, discussions |
Professional networking, career advancement, scientific content in a reputable environment |
Limited reach for interactive scientific communication, fewer spontaneous discussions |
|
|
Broad audience, students, early career researchers |
High quality images, infographics, carousel posts, reels (short videos) |
Attractive presentation of research, excellent access to a younger target audience |
Demands visually pleasing content, scientific nuance is difficult to communicate |
|
TikTok |
Young target audience, science buffs |
Short videos, often vertical, trend-based content |
Significant reach through viral content, good opportunity for visual science communication |
Success is difficult to predict and algorithm dependent, high content competition, time required to produce videos |
|
|
Broad audience, groups and communities |
Posts, images, group posts, livestreams |
Excellent reachability through groups, high relevance in the English-speaking research environment |
Declining use among younger researchers, low organic reach |
|
ResearchGate |
Professional colleagues, scientists |
Scientific articles, paper sharing, Q&A |
Good platform for presenting one鈥檚 own publications, exchange with specialist community |
Not suitable for public science communication, limited interaction with non-scientists |
Source: academics @academics
Changing from X to Bluesky or Mastadon (?)
Since fall 2024, particularly with regard to the U.S. election campaign and political developments on X (formerly Twitter), alternative platforms like Bluesky and Mastodon have grown in popularity. Many users have turned away from X due to its non-transparent moderation practices, algorithmic ambiguity and the increasing political radicalization of the discourse. Threads, which is closely linked to Instagram, is also used by many as an alternative, particularly by those who are already active in the Meta world.
It remains unclear whether these platforms will establish themselves as a lasting alternative to X. Dr. Brandt-Bohne is following the development with interest: 鈥淚t is difficult to predict whether Bluesky or Mastodon will be able to last, particularly given that their reach currently seems lower. Both platforms offer opportunities for scientists as soon as technical entry hurdles and the changeover have been successfully completed and sufficient users are actively engaged on the respective platform.鈥�
Whereas Threads may be of particular interest to those who already use Instagram, Bluesky is an advertising-free platform with a decentralized structure, though it is still under development. Mastodon, on the other hand, offers an alternative with greater control over content, but which requires a certain amount of technical training.
Brandt-Bohne says: 鈥淯ltimately, the decisive factor is not what is currently trending, but which platform suits your own communication style and target group.鈥�
Successful self-promotion: The profile听
A professional and consistent online profile is decisive for successful science communication. Keep the following in mind:听
- A clear profile picture and a compelling bio that gets to the heart of your research.听
- The strategic use of keywords and hashtags, to ensure that you are found through searches.听
- A consistent presentation of your brand across different platforms.听
鈥�A convincing profile doesn鈥檛 just indicate expertise, but also personality,鈥� says Brandt-Bohne. 鈥�It shows what you stand for and the importance of your scientific work.鈥� A clear, concise bio is decisive, along with links to publications or projects.听
To ensure that your profile can be easily found in searches or on topic-specific feeds, relevant keywords and hashtags are key. Use terms that are also used by others in the same area of expertise on social media channels like LinkedIn, X or Instagram. Industry-specific hashtags like #ScienceCommunication, #Scicom or #PhDLife can help thematically categorize your content.听
Scientific conference subjects, paper titles or current research debates can also be good reference points for suitable terms. Beyond that, tools like Hashtagify or the automatic hashtag suggestion function on some platforms can be helpful.听
The more targeted the terms are, the more likely it is that the desired specialist community will be reached 鈥� and potentially a wider audience.听
The perfect content听
A successful social media presence requires appealing and relevant content. Below are some particularly effective strategies.听
- 厂迟辞谤测迟别濒濒颈苍驳听
Make your research more tangible by presenting it within a larger story. Brandt-Bohne says: 鈥淧eople remember stories better than raw facts. Use narrative structures to communicate your scientific results in a more exciting and understandable way.鈥�听
One example: Instead of just writing that a study has shown that a lack of sleep reduces concentration, the same finding can be embedded in a small story. Perhaps like this: Test subjects were asked to take a reaction test after four hours of sleep, and for many of them, reaction times were clearly slower, which was reflected in the data. The error rate was twice as high as it was after a good night鈥檚 sleep.听
Such a narrative approach produces familiarity and makes scientific content more accessible, particularly to a broader audience. It turns an abstract statement into a tangible experience with an emotional connection.听
- Visual elements听
Informational graphics, images and videos increase reach. 鈥淲ell-designed images and graphics work particularly well on Instagram and LinkedIn. Use simple but informative visualizations.鈥�听
- Community interaction听
Respond to comments and promote discussion. 鈥淪cience is dialogue. Those who respond to questions and take an active part in discussions will be viewed as a credible source on the long term.鈥�听
Brandt-Bohne also recommends adjusting content to the platform being used. 鈥淲hereas short messaging platforms are good for brief, concise statements and updates, LinkedIn and Instagram can be used for longer, explanatory posts. TikTok, by contrast, demands quick, creative videos.鈥�听
Challenges and risks: How to deal with trolls and online hate听
There are plenty of challenges and risks that go along with using social media platforms.听
- Criticism and trolls听
Remain professional and matter-of-fact when responding to comments. Dr. Brandt-Bohne says: 鈥淒ifferent opinions are part of science. Constructive criticism can be rewarding, but when it becomes insulting, you should set clear boundaries.鈥�听
It is important to distinguish between objective criticism and deliberate provocation:听
Constructive comments frequently provide valuable impulses 鈥� such as on the comprehensibility of a post or the interpretation of data. This is where dialogue can pay big dividends.听
Trolls, hateful comments and personal attacks, by contrast, are not intended to initiate constructive exchange but are aimed instead at creating uncertainty.听
There are a variety of different ways to deal with such cases on most platforms:
- Moderate or deactivate comments
- Block or mute users听
- Report comments or, should the comments be of a criminal nature, file a complaint听
- Avoid all interactions with trolls as a way of taking away their spotlight.听
Those feeling unsure of themselves can take advantage of training seminars offered by NaWik for confidently dealing with online criticism and conflicts. NaWik has also developed guidelines for dealing with online attacks (German only). In addition, the platform scicomm-support.de offers concrete strategies for dealing with online attacks, legal advice and psychological support for researchers affected.听
- Scientific integrity听
Make sure that your research is presented correctly. 鈥淓xaggerations or half-truths can undermine your credibility on the long term. Stick to the facts, even if that sometimes might generate less attention.鈥�听
- Copyright and data protection听
Do not share third-party content without checking it first 鈥� and make sure the source is trustworthy. Third-party images or texts may not be used without permission. Brandt-Bohne says: 鈥淢ake sure that you don鈥檛 just copy images, texts or studies, but that you always cite sources.鈥� It is also important to remember that sensitive information about others, such as study participants, does not belong in social media posts.听
Efficiently integrating science communication into your daily routine听
Social media does not have to be time consuming. Dr. Brandt-Bohne has a few tips for effective time management:听
- Schedule fixed time slots (e.g. posting updates once a week): 鈥淎 weekly post or a brief discussion can be enough to raise your profile.鈥�听
- Teamwork: Social media channels can be operated jointly. 鈥淚n many research groups, several people participate in communication. Use the expertise in your team to share the work.鈥�听
- Use tools: Planning tools like Buffer and Hootsuite can help with organization. 鈥淎utomated planning can significantly reduce your workload. Use the opportunities that exist to remain efficient.鈥�听
Science on social media: Three tips from @DieWissenschaftlerin
Amelie Reigl, PhD student in biology specializing in tissue engineering and regenerative medicine at the University of W眉rzburg, is one of the best-known science influencers in the German-speaking world under the handle @DieWissenschaftlerin. She inspires an ever-growing audience on Instagram and TikTok with understandable content, everyday insights and scientific enlightenment.
Here are Amelie Reigl鈥檚 three most important tips for launching a successful social media presence:
- Develop a strategy: Thing about what it is you want to communicate and what you can realistically achieve. A clear plan helps create targeted and consistent content.
- Have fun: Enthusiasm is contagious! Authentic communication is better received 鈥� and appears credible.
- Stay curious and keep your target group in mind: Test different formats, respond to feedback and consistently keep your audience in mind. That will keep your channel lively and relevant.
