Estratégias de divulgação científica em plataformas digitais: análise de conteúdo no Youtube e Tiktok

Abstract

This study investigates science communication strategies on digital platforms (YouTube and TikTok), focusing on the communicative models employed by both Brazilian and international channels. Employing a qualitative methodology and content analysis, twenty profiles (fifteen Brazilian, five international) were analysed based on engagement metrics, including subscriber counts, views, and user interactions). The findings indicate that YouTube channels tend to blend scientific rigour with innovative visuals and philosophical narratives (e.g., Vsauce, Ciência Todo Dia), whereas TikTok creators (such as Bianca Witzel) favour short-form content, accessible language, and strategies aimed at virality. Brazilian channels frequently incorporate local cultural references to foster a sense of proximity, while international channels are more likely to adopt universal themes and benefit from high levels of technical production. The study concludes that effective digital science communication hinges on tailoring language to the consumption habits of each platform, ensuring methodological transparency, and combining educational content with entertainment, commonly referred to as ‘edutainment’. These insights may contribute to the advancement of science popularisation within both educational and media environments.