Work

Video Production Attributes as Tactics for Communicating Science on Social Media

Year: 2026

Type: article

Abstract: The present study empirically tests video production tactics for TikTok- and Instagram-like videos that can be employed to achieve specific, short-term communication objectives. Using the Strategic (Science) Communication as Planned Behavior (SCPB) model as a framework, a between-subjects experiment varies the race/ethnicity of the speaker, the tone of the video, and the inclusion of references to pop culture to examine how these tactics are related to curiosity, enjoyment, and motivations to follow similar content online. We use a representative sample of U.S. adults with oversampling of underrepresented STEM groups. Findings and implications are discussed.

Source: Science Communication

DOI: 10.1177/10755470261421149

Authors: Michael A. Cacciatore, Sara K. Yeo

Institutions: University of Georgia, University of Utah

Language: English

Topic: Social Media in Health Education

Subfield: Health

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

Funder: Directorate for STEM Education

Award: G5935536404