Science communication for public engagement on Instagram: a qualitative content analysis of NASA’s videos

This study examines NASA’s Instagram social media videos by analyzing IGTV and Reels to communicate scientific content. Qualitative content analysis was employed to compare Instagram TV (IGTV) (June 2018–June 2019, N = 34) and Reels (April 2023–March 2024, N = 64), these timeframes represent the first year of each format’s introduction or functional consolidation on the platform. The analysis focused on identifying and comparing science communication content engagement techniques employed in videos as communication products. The corresponding user comments from June 2018 to June 2019 (N = 40,519) and April 2023 to March 2024 (N = 136,837) were also analyzed to explore user responses. Results indicate that while NASA attracts substantial audience interaction through high-quality content, its communication approach primarily emphasizes content dissemination rather than fostering engagement around science. Audience comments were varied, with positive engagement ranging from curiosity and support for NASA’s scientific work to negative feedback reflected in confrontations among users and instances of science denial. This study suggests implementing social listening and audience moderation to enhance science communication on social media and to improve audience interactions and positive engagement.