Social media is here to stay, whether we like it or not. And while Instagram and TikTok might not seem like obvious platforms for research communication, they offer unique opportunities to share your work beyond academia. For those researchers interested in connecting with broader audiences, research communication on Instagram and TikTok can be valuable tools for sharing your work, building your brand, and making science more approachable.
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In this post, we’ll explore strategies and advice for scientists and researchers looking to grow their research communication on Instagram and TikTok. Whether you’re just starting out or looking to enhance your existing social media presence, this guide will help you share your research, inform the public, and build your brand.
Why Engage in Research Communication on Instagram and TikTok?
Instagram and TikTok aren’t just for dance trends and food pics anymore. These platforms have become a goldmine for researchers and scientists looking to share their work with the world. Nature recently highlighted 4 incredible women scientists who took to Instagram and TikTok for their research communication. These PhD influencers are helping to shift the narrative behind the role of these platforms and science communication.
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By jumping into social media, researchers are breaking down the walls of academia and making science accessible to everyone with a smartphone. It’s not just about likes and followers; it’s about sparking interest in your field, connecting with fellow scientists, and maybe even inspiring the next generation of researchers.
A 2021 study found that when scientists share their work on platforms like Instagram and TikTok, dynamic experimental demonstrations (like hands-on demos) outperform traditional lecture-style content. Showing science in action, rather than just talking about it, is key to engaging public audiences. While TikTok proved better for reaching large audiences, Instagram drove deeper engagement through meaningful interactions like comments and shares.
Another study found that Instagram was the superior platform for building relationships and fostering meaningful science conversations with audiences compared to Twitter.
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Some inspiring examples of scientists and researchers who have successfully embraced social media include:
Lindsay Ejoh | Tik Tok
Yasmin Meeda | Instagram
Ellie Hurer | Instagram
Ria Chopra | Instagram
Dr. Sarah Habibi | Instagram
Dr. Samantha Yammine | Instagram
These women have not only built engaged communities but have also opened doors to unexpected opportunities, including collaborations with research-related and consumer brands.
How To Elevate Your Research Communication on Instagram and TikTok
Data-based Decision Making
I used Creatrix, a AI social listening tool that analyzes social media top-performing posts (from accounts and hashtags) and turns insights into written strategies. I reviewed the top 5 posts for 4 PhD women influencers highlighted in the Nature article as the data source (from early 2022 to fall 2024). Examining their top-performing posts (based on likes), Creatrix offered several personalized strategies for each researcher including creative insights and suggestions for future campaigns. I aggregated the recommendations, included a few of my own, and boom! Here are a few data-based ways you can elevate your research communication on Instagram and TikTok.
(If you are interested in reading more on this analysis, check out the case study: How Women PhD Influencers Use Instagram and TikTok)
Determine your Goals and your Why for Research Communication on Instagram and TikTok
Before diving into research communication on Instagram and TikTok, it’s crucial to think about your why. This is for any researcher, whether you’re already active or just starting out. Identifying your goals and desired outcomes can help you save time and effort as you navigate this journey. Consider these questions:
- Why do you want to use these platforms?
- What is your point of view?
- What do you hope to accomplish?
- Who do you hope to reach?
- What do you want your followers to take away from your content?
The answers to these questions will provide guidance and focus for your posts.
Establishing your purpose is especially important in this space because research communication on Instagram and TikTok requires significant time and energy. You might spend hours on a post that gains little traction, while something you put less thought into goes viral. Success often comes from balancing spontaneity with strategic planning, taking advantage of current trends and viral moments while maintaining a consistent vision. Knowing your why and sticking to it can help you stay motivated through the ups and downs of social media engagement.
Creating Engaging Content for Research Communication on Instagram and TikTok
Embrace video content
Video is king in research communication on Instagram and TikTok. This feels obvious but it might not be (see: Adam Grant). While Instagram doesn’t require videos, they’re increasingly popular and essential on both platforms. Don’t worry if you’re camera-shy – you do not have to be on camera to create video content that resonates. Videos can also be short and still be impactful. Here are a few ways you can create video content:
- Vlogging with voiceovers
- Behind-the-scenes lab footage
- Quick explanations of complex concepts
- Day-in-the-life snippets
@neuro_melody love it here 😊🧠 #blackphdstudent #blackgradstudents #gradschoollife #neuroscience #psychology #sciencetok #researchtok #phdstudent #phdstudentlife #teachingassistant ♬ Storytelling – Adriel
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Stay relevant and trendy
Relevance is key to any successful social media account. For those sharing research communication on Instagram and TikTok, this can look like:
- Utilizing trending audio clips, dance challenges, or popular memes
- Adapting current events to your research context
- Use trending hashtags appropriately to increase visibility
- Using trending reels and popular song references to appeal to a wider audience
View this post on Instagram
Trends are trends for a reason. People are watching them. For the love of all things holy and sacred, you do not need to participate in all trends. You don’t even have to participate in many of them. Start with one that is relevant and niche to your research as possible. That’s it.
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Relevancy also refers to your audience. What added-value are you offering them? Think about the various accounts you follow. What (beyond the algorithm) keeps you following this account? What do you look to them for? Adapting this sort of logic to your own account can help you create relevant content for your intended audience.
Balance education and entertainment
Depending on your audience and goals, effective research communication on Instagram and TikTok requires a delicate balance between informing and entertaining your audience. If your goal is to create engaging and educational content, keep the following in mind:
- Create content that provides a behind-the-scenes preview of a lab or researcher’s work
- Share relatable anecdotes from your research experience
- Use humor and pop culture to make complex topics more accessible
- Offer simple advice and insights alongside your more in-depth content
- Incorporate cultural references and hashtags to make your content more engaging
@neuro_melody Let’s talk about the gut-brain axis! How do we stress ourselves sick?? #gradschool #neuroscience #phdlife #scicomm #sciencetok #science #ibs #chrons #chronicpain ♬ Western music, disco, funk, hip hop ♫(851229) – Daisuke”D.I”Imai
Remember, not everything you share needs to be groundbreaking. Sometimes, the most engaging content is that which makes science and research feel approachable and relatable.
Showing Authenticity
Share your personal journey
One of the most powerful ways to engage in research communication on Instagram and TikTok (and build trust with the audience!) is by sharing your story. This does not mean telling your life story. Sharing snippets of your why in relation to the research and work you do. Some examples:
- Explain what drew you to your field of study
- Discuss your career path, including triumphs and challenges
- Share the realities of pursuing a PhD or working in academia
- Share your research or lab successes and failures
Sharing more personal stories and reflections can help deepen the audience’s connection with you and inspire personal growth and self-awareness within the community.
Failure and mistakes are a part of the scientific process, whether we want to admit it or not. And shedding light on this part of the process can help you show vulnerability and authenticity in science and you. You can also talk about the challenges you face in the research and scientific process. If you are a PhD student, sharing a bit about your journey has also proven to be a successful approach to research communication on Instagram and TikTok.
Highlighting culture and intersectionality is another great way to connect with others in the same space. But unfortunately, it can attract hate and vitriol. Be careful to protect yourself.
View this post on Instagram
Show your humorous side
This isn’t breaking news, but humor can go a long way, especially when we are working with dense and heavy research topics. But humor can also be used as the great equalizer. Some ways you can use humor in your research communication on Instagram and TikTok:
- Use humor to showcase the lighter side of science and research
- Share funny lab experiences, mishaps, and bloopers
- Use memes or voiceover videos to elevate a funny situation or issue facing your field
- Use popular culture references that connect to your work
View this post on Instagram
Authenticity is key in all these aspects. Share spontaneous, unscripted content that captures real-life moments. This could include behind-the-scenes footage, bloopers, or candid Q&A sessions. By being genuine and relatable, you’ll build a stronger connection with your audience and create a more engaging presence for your research communication on Instagram and TikTok.
Conclusion
Instagram and TikTok are fun! Well, fun for some. And for those some, research communication on Instagram and TikTok offers a chance to have fun and share your work.
It is an exciting journey of experimentation and discovery. Don’t be afraid to try new approaches, share your unique perspective, and have fun with the process.
The key is to start, learn from your experiences, and refine your approach over time.
The most impactful content often comes from genuine enthusiasm and a willingness to think outside the box. So dive in, experiment boldly, and enjoy the process of connecting your research with a broader audience.
Next Steps
Are you a researcher looking to improve your Instagram or TikTok strategy? Or perhaps you work on a research team that is interested in launching a social media presence but aren’t sure where to begin?
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 and research 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. With the right approach, you can share your passion for research with the world and inspire the next generation of researchers. Reach out to us today to start your journey on social media.
