Social Media but make it Science

Lessons from Lindsay Ejoh, Yasmin Meeda, Ellie Hurer and Ria Chopra‘s Social Media Success by researcher Alicia Cintron, PhD.

Despite their diverse approaches, each scientist carved out a niche and built a dedicated following. Their combined strategies offer valuable lessons for anyone looking to share their research and experiences on social media.

I examined each scientist’s social media success, powered by Creatrix’s insights, to discover some fascinating takeaways. Read part one first: How Women PhD Influencers Use Instagram and TikTok.

4 Lessons in Science on Social Media

Here’s what stood out:

Lesson 1: Video Works in Science Communication

Our analysis revealed a clear preference for video content among these successful science communicators:

1. Video Storytelling: With 18 out of 20 top posts being videos, it’s evident that video content is key to engaging audiences on these platforms.
2. Diverse Video Techniques: Success wasn’t limited to one type of video content. Scientists used a mix of techniques including:
   • Lab footage with music overlays
   • Voiceovers explaining processes
   • Time-lapse videos of experiments
   • Quick cuts showcasing daily routines

https://www.instagram.com/p/C8bd8fntZFl

This lesson highlights the importance of embracing video as a valuable communication tool in science outreach. It also shows there’s room for creativity and personal style within the video format. For example, directly speaking to the camera wasn’t consistently executed. Many popular posts used creative visual storytelling without the scientist appearing on screen. This feels reassuring. Knowing this allows scientists to find an approach that suits their comfort level and resonates with their audience.

Lesson 2: Authenticity and Vulnerability in Voice & Perspective

Our analysis revealed these scientists’ success wasn’t just about sharing research—it was about sharing their journeys:

1. Embracing Vulnerability: The scientists openly shared their struggles as PhD students, both humorously and seriously. This honesty and vulnerability made them relatable to their audience, particularly to other academics facing similar challenges.
2. Cultural Representation: Some scientists highlighted how their cultural background, experiences, or abilities added unique challenges to their journey. These posts resonated strongly with the audience.
3. Humor as a Tool: For most of the scientists, humorous posts dominated their top 5, showing that a light-hearted approach can be highly effective in science communication.
4. Authentic Storytelling: Some of the most popular posts were deeply personal and unique. Included in the top 5 most popular posts by these women was a post about the journey from failing exams to pursuing a PhD, honest discussions about the less-talked-about aspects of PhD life like low pay and poor mentorship, and showing up to the lab unapologetically yourself (hair half braided). 

https://www.instagram.com/reel/C4pfoQhN9z2

These findings suggest that in science communication, being genuine and relatable can be just as important as sharing knowledge and insight. By opening up about their personal experiences and challenges, these scientists created a connection with their audience that humanized them and their work.

Lesson 3: Know Your Audience

Our analysis revealed that these scientists have a clear understanding of their audience. Or they developed this audience based on the very specific content they share. Their top-performing posts were almost exclusively related to their work or PhD life, indicating a niche appeal to fellow scientists and PhD students. Even seemingly unrelated content, like the post about undone hair, connected back to the academic experience. 

Looking back on the Nature article tells us a bit more about the scientist’s strategy. They discussed their calling to build community. By sharing their experiences, behind-the-scenes, and hyper-scientific content, a community who connected with the content found them. It doesn’t seem like they intended to inform the public with their research breakthroughs and advancements. While this can be a goal for science communication, it is not the only goal. Social media for science communication also means building community, having fun, and sharing what feels authentic to you. 

Lesson 4: Repurpose Content

Our analysis uncovered a valuable strategy: content repurposing. One scientist stood out by having 4 of her top 5 posts as repurposed content, demonstrating the enduring significance of old content when presented differently. We share her most popular post, a repurposed post that actually refers to the post in the past and how it went viral. 

https://www.instagram.com/reel/C43VrsRNers

She gave new life to existing content by simply changing elements like music, captions, and on-screen text and achieved high engagement multiple times. This discovery should be encouraging for busy scientists who may struggle to consistently create new content. It shows that with some creative tweaking, your best ideas can continue to resonate with your audience over time. For those looking to maximize their content’s lifespan and engagement, Creatrix streamlines the process of content creation and repurposing.

Top 10 Tips for Researchers and Scientists on Social

If you’re a researcher or scientist considering venturing into TikTok or Instagram, here are some valuable tips based on our analysis:

1. Share personal stories: People are drawn to human-centered content. Something as simple as sharing why you are studying your specific topic can be deeply personal and provide insight. 
2. Offer behind-the-scenes glimpses: Many people never see inside a lab. Sharing your work environment can democratize science and bridge the gap between researchers and the public.
3. Test social media trends: Don’t be afraid to have a little fun and use trending music or topics in your posts. It can help your content reach a wider audience.
4. Be authentic: Be true to yourself and your work. If something feels forced, it’s probably not the right fit for you.
5. Create for yourself first: Don’t get too caught up in likes and engagement. Focus on content that you enjoy creating, and an appreciative audience will likely follow.
6. Diversify your platforms: With social media landscapes constantly changing, consider maintaining a presence on multiple platforms like Instagram, TikTok, and YouTube. But also do not feel the need to be on all of them! Repurpose content. 😊
7. Learn about your audience: Take note of which posts garner engagement and which don’t. Tailor your content to your target viewers.
8. Film video: While it may feel daunting, video content tends to perform best. Experiment with different styles to find what works for you.
9. Don’t fear vulnerability: Sharing your struggles and challenges can make you more relatable and build a stronger connection with your audience.
10. Repurpose your best content: Don’t be afraid to reuse and update your most successful posts. Good content can have a long lifespan with the right tweaks.

Keep Experimenting

PhDs, scientists, researchers, and scholars each have a unique perspective and story to share. Our analysis has shown that people are genuinely interested in learning about your work, your studies, and your personal journey – whether it’s from your lab, office, or field site.

The success of the scientists we’ve studied demonstrates the power of authentic, engaging content in building communities.

Are you a researcher looking to improve your Instagram or TikTok strategy? Or perhaps you work in a lab and are interested in launching a social media presence but aren’t sure where to begin? You’re not alone in this journey, and there’s support available.

Creatrix and (Cintron, Revised) have partnered to offer personalized social media analysis and strategy for scholars, researchers, and scientists like you. We can help you:

• Develop a content strategy tailored to your research and personality
• Understand what works (and what doesn’t) in science communication on social media
• Offer audience segmentation advice to help you reach and engage your target viewers

Don’t let your groundbreaking work stay hidden in the lab. Reach out today to inspire the next generation of researchers by sharing on social.