Scientific dissemination on social media: challenges for research institutions and influencers on TikTok

Abstract

This paper presents a reflection on the challenges of scientific dissemination in the post-pandemic era, with a particular focus on young audiences. We discuss the role of social media in the dissemination of science, analyzing the experiences of TikTok channels produced by research institutions and independent disseminators, based on observations of formats and approaches. We used a social media analysis methodology that considers the quantifiable impact, the video content, and the material format. We identified a variety of resources that follow the language of networks used by influencers but pose challenges for communication by research institutions. We conclude that the platform's dynamism and “fun methodology” have altered the way young people search for information, requiring attention and new skills on the part of educators and science communicators, especially considering the potential for distraction and misinformation.