Scrolling Science: Understanding how Audiences Engage with Short Science Videos on Social Media

Introduction
Short-form video has rapidly become a dominant format for communicating science on social media platforms. Platforms such as TikTok, Instagram Reels, and YouTube Shorts enable the dissemination of scientific information through concise, visually dynamic content designed for mobile and algorithm-driven environments. While this format is increasingly adopted by researchers, institutions, and science communicators, the mechanisms influencing how audiences engage with short science videos remain insufficiently understood. Examining these factors is crucial for understanding how digital platforms shape contemporary science communication practices.

Methods
This study presents a systematic literature review examining the factors influencing the consumption of short-form science videos on social media platforms. The review followed PRISMA guidelines and analysed peer-reviewed studies published between 2019 and 2024. Searches were conducted across multidisciplinary databases, including ACM Digital Library, IEEE Xplore, Elsevier, Springer, and Google Scholar. After applying inclusion criteria and quality assessment using an adapted Mixed Methods Appraisal Tool (MMAT), 29 high-quality studies were included in the final synthesis.

Results
The analysis reveals that audience engagement with short science videos is shaped by several interconnected factors. Platform algorithms play a central role in determining visibility, prioritising videos that generate high interaction metrics such as likes, comments, and shares. Narrative and visual strategies—including storytelling, humour, and visually appealing animations—significantly enhance viewer retention and engagement. Emotional resonance and accessible language also contribute to higher interaction, particularly among younger audiences. At the same time, the literature highlights challenges such as the risk of misinformation, the oversimplification of scientific concepts, and accessibility barriers.

Conclusions
Short science videos are now a prominent format for communicating science on social media platforms. Their effectiveness reflects interactions among platform algorithms, narrative strategies, and audience engagement. Overall, digital platforms mediate how science circulates and is understood publicly, underscoring the interdependence of society and technology in contemporary science communication.