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As the reach of science content in traditional media declines, many institutions and scientists are turning to YouTube as a powerful tool for communicating directly with non-expert publics. They do so with little empirical social science research guiding their efforts. This study explores how video characteristics and social endorsement cues provided by audience members might influence user engagement with online science videos. Shorter videos are more likely to be viewed. Social endorsement cues significantly relate to variations in user engagement, with likes having a consistent positive association with all types of engagement. Implications for science communication through YouTube are discussed. [ABSTRACT FROM AUTHOR]

Interest in public engagement with science activities has grown in recent decades, especially engagement through social media and among graduate students. Research on scientists’ views of engagement, particularly two-way engagement and engagement through social media, is sparse, particularly research examining graduate students’ views. We compare graduate students and faculty in biological and physical sciences at a land-grant, research-intensive university in their views on engagement. We find that both groups overwhelmingly believe that public input in decision-making around science issues is important, and hold largely pro-engagement attitudes. Graduate students, however, have somewhat more optimistic views of engagement through social media and on the appropriateness of discussing science controversy on social media. We discuss implications for graduate education and future engagement. [ABSTRACT FROM AUTHOR]