TikTok as a platform for scientific communication: Techniques and styles used on this social network by legacy media in Spain and Chile

Amid the growing public interest in science and the increasing importance of social media as a communication platform, this study examines whether traditional media have adapted their content to the distinctive features of TikTok. It explores how legacy media outlets from Spain and Chile use the platform for science communication and provides comparative evidence on how scientific content is integrated into emerging digital environments, contributing to the broader debate on the adaptation of science to the digital ecosystem. Three legacy media TikTok accounts from each country were selected based on their popularity and posting frequency. A content analysis of 9,003 videos published in 2023 identified 326 posts related to science. The evaluation followed expert-based recommendations for effective TikTok use, assessing the degree to which each publication complied with these guidelines. Results show that in Spain, over 70% of science-related videos were replicas of content previously broadcast on television or published in the press, with little adaptation to TikTok’s native format and language, while the percentage was notably lower in Chile. Contrary to expectations, replicated content generated higher levels of engagement than original productions. Original videos were scarce, as was the use of humour and entertainment, elements widely recommended by experts. The findings reveal a limited use of TikTok’s interactive features and suggest the need to rethink adaptation strategies, acknowledging that reproducing traditional formats, though less innovative, may still foster engagement among younger audiences.