The One Thing That Makes Scientists Stand Out Online

Want to Stand Out Online? Here’s the Real Secret

When I first ventured into online science communication, I made a classic mistake: I thought I would post content and magically go viral.

I spent hours crafting posts I thought would catch people’s attention, only to be met with silence… no shares, no comments, nothing. It felt frustrating as if I was shouting into a void, and my message wasn’t reaching anyone besides my mom, who doesn’t even understand English (thanks, Mom, for your support), and my best friends.

Climate Ages is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

So, I did what any scientist would do: I started digging into the data. I studied what worked (and what didn’t) for other scientists online, analyzed engagement trends, and tested different strategies myself. What I found completely changed the way I approach social media.

The key to standing out online isn’t chasing likes, followers, or virality. It’s about clarity, consistency, and engagement. And the best part? You don’t need a massive audience to make an impact.

Let me explain what I learned and give you actionable tips to help you build your online presence without feeling overwhelmed.

Focus on Clarity

One of the most significant barriers for scientists online is that we’re used to speaking in technical terms. But if your audience doesn’t understand what you’re saying, they won’t engage. And we all know that algorithms don’t push content that doesn’t get any engagement.

Clarity is the foundation of good communication. Your posts don’t need to be groundbreaking; they just need to be clear and informative.

Do you want some examples?

• Example 1: Instead of saying, “This research analyzes anthropogenic impacts on ecosystem dynamics,” try: “We studied how human activity affects ecosystems.”

• Example 2: Use analogies to explain complex ideas: “A cell membrane works like a bouncer at a club—it decides what gets in and what stays out.” (I love this one)

When your audience understands your message, they’re more likely to interact with it—and with you.

At the same time, if they understand, they care, and if they care, your message will have a bigger impact, which is what we are ultimately chasing with science outreach.

Consistency Beats Virality

Virality might give you a moment of fame, but consistency builds trust. Showing up regularly—whether it’s once a week or every other week—keeps your audience engaged over time.

Here’s what consistency looks like:

1. Pick a schedule you can stick to. Start small. I’d recommend that you post once a week and grow from there. Once you get used to your systems, your content creation will be smoother, allowing you to increase frequency.

2. Create a recognizable tone or format. Whether it’s sharing quick tips, funny lab moments, or thought-provoking questions, make it your own. Aim to have people recognize your content without the need to see your name.

3. Repeat your core message. It might feel redundant to you, but most people need to hear something multiple times before it sticks. Besides, remember that many are seeing each of your posts for the first time, so you need to remind everyone new who you are each time.

Think of it like science itself—progress is made through steady, consistent effort, not random bursts of activity. Your h-index didn’t reach those numbers overnight!

Engagement Matters More Than Reach

It’s easy to get caught up in numbers: How many likes did I get? How many people saw my post? But reach doesn’t matter if those people aren’t engaging with your content. Engagement tells you that your content is resonating with people.

Engagement is where the magic happens. It’s what turns casual viewers into followers, collaborators, or even supporters of your work.

How to Boost Engagement: Practical Tips

Here are a few strategies to help you connect with your audience:

1️⃣ Start Conversations

Instead of just broadcasting information, invite your audience to participate.

• Example: “What’s the most surprising thing you’ve learned about climate change? Here’s mine: trees communicate through underground fungal networks!”

2️⃣ Share Relatable Moments

People connect with people, not perfection. Share the ups and downs of your work—it’s what makes you human. Bonus if, besides being relatable, it’s funny.

• Example: “That feeling when you realize you’ve spent an hour running the wrong analysis. Science is humbling, isn’t it?”

3️⃣ Ask for Input

Engagement doesn’t have to be complicated—sometimes, just asking a question is enough.

• Example: “I’m working on a post about how scientists can explain their work to kids. What’s the best science question a kid has ever asked you?”

4️⃣ Celebrate Your Audience

Shine a light on your followers by engaging with their content or responding to their comments. Social media is a two-way street—people appreciate when you take the time to acknowledge them.

Comment, repost, and praise. Remind them that you see them as much as they see you. Doing this will inspire you and teach you!

The Takeaway

Standing out online isn’t about shouting the loudest or chasing viral moments. It’s about building genuine connections through clarity, consistency, and engagement.

Your work as a scientist already matters. Bringing it online amplifies your ability to make an impact—one clear, thoughtful post at a time. And having the right tools and tips can make a huge difference.

So, start small. Show up regularly. And most importantly, focus on connecting with the people who care about your work. They’re out there, waiting to hear from you.

P.S. Want more tips and tools to make your online outreach effortless? Subscribe to Climate Age’s Outreach Lab and join a community of 6,000+ scientists and science enthusiasts making waves online.

Together, we’ll grow your voice—and your impact.