Science Communication Through Online Video Platforms
Summary
Online video platforms have become a pivotal medium for conveying scientific knowledge, blending visual storytelling, narrative techniques and interactive features to engage diverse audiences. Services such as YouTube, TikTok and Vimeo enable researchers, institutions and independent creators to distil complex concepts into concise, accessible formats for global viewership. The transition from scheduled broadcasting to on-demand streaming has lowered barriers to participation, fostering a participatory culture in which audiences not only consume but also comment, share and remix content. Advances in audiovisual design, data visualisation and narrative pacing have enhanced explanatory depth, while platform algorithms influence discoverability and shape public exposure to evidence-based information. Science videos have demonstrated tangible impacts on public understanding, trust in expertise and behavioural intentions, particularly in domains such as public health guidance, climate education and biodiversity conservation. Nonetheless, challenges persist in balancing entertainment value with scientific rigour, mitigating the spread of misinformation and ensuring inclusivity for audiences with varying levels of media literacy. As practitioners and scholars refine best practices—ranging from storyline structuring to accessibility guidelines—the field continues to evolve, emphasising interdisciplinary collaboration, measurement of cognitive outcomes and the global significance of video-mediated dialogue on science.
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Science Communication Through Online Video Platforms publication trend
The graph below shows the total number of articles in science communication through online video platforms across all publications each year (not limited to Nature Index journals).
Technical terms
User engagement: The degree of interaction between viewers and video content, measured by metrics such as views, likes and comments.
Social endorsement cues: Audience-generated signals, including likes and shares, that influence content visibility and perceived credibility.
Knowledge transfer: The process by which information presented in videos is acquired, retained and recalled by viewers.
Gaze guidance: The use of visual and narrative elements to direct viewer attention to key information on screen.
Para-social effects: The illusion of a personal relationship that viewers develop with on-screen presenters.
Echo chamber: An online environment where information and beliefs are reinforced through repeated exposure within a homogeneous audience.
References
- Media Literacy, Scientific Literacy, and Science Videos on the Internet. Frontiers in Communication (2020).
- The science of YouTube: What factors influence user engagement with online science videos?. PLOS ONE (2022).
- Audiovisual Science Communication on TV and YouTube. How Recipients Understand and Evaluate Science Videos. Frontiers in Communication (2020).
- Communicating Science With YouTube Videos: How Nine Factors Relate to and Affect Video Views. Frontiers in Communication (2020).
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