When scientists ‘Tok: Memetic communication and scientific information engagement in short video-based social media

TikTok has rapidly emerged as an influential platform for science communication, particularly among younger audiences. Its affordances encourage memetic communication—characterized by imitation, humor, and participatory storytelling—offering scientists novel ways to engage publics. Our study explores scientists’ use of memetic elements on TikTok and their associations with audience engagement. Drawing on social media logic and platform vernacular theories, we conducted a quantitative content analysis of 1025 science-related videos from 113 TikTok creators. Findings revealed widespread use of emotional and conversational language, but fewer videos incorporated reappropriated media or collectivist storytelling. Multilevel models showed that imitation and humor positively predicted likes, shares, comments, and views, whereas reappropriation negatively predicted engagement metrics. These results underscore the importance of aligning science communication strategies with platform-specific vernaculars. We discuss implications for public science engagement in digital, algorithmically driven environments, where visibility and audience trust increasingly depend on culturally resonant and participatory content.