Shruchi Singh
Three and a half hours everyday? “Today’s the day I bid farewell to Instagram,” I resolved on January 8th – quite a delayed start for a New Year’s resolution, I know. But hey, better late than never, right? Anyway, maybe just one last scroll. From tempting food posts to famous shopping spots and workout videos, my feed is diverse. Suddenly, I stumbled upon something intriguing—Liquid Tree. This sleek, utopian device is a substitute for trees in metro cities, using algae to purify air without taking up much space. The wow factor hit the dopamine button, and I reconsidered uninstalling Instagram.
This scenario reflects my daily struggle with Instagram, swinging between fascination and frustration. Despite doubts about its productivity, the platform manages to captivate attention with engaging content like Liquid Tree. Humans have pictorial roots; remember the cave paintings our ancestors drew to record their experiences? Instagram’s algorithm uses this universal language of visuals to stir up our hunger for more information. Visuals capture attention, weave compelling stories, and engage audiences in ways that words often cannot. This uncomplicated yet potent aspect of Instagram has made it popular among the youth.
This is why, during my internship at the Editorial Office of the Journal of Ayurveda and Integrative Medicine, when given a chance to handle social media for a science journal, I said, “Carpe Diem!” I wanted to make science more accessible, especially for students who might see it as too complex to understand. What better way to reach them than via a platform that they are already comfortable with, right? However, crafting content for a broad audience on Instagram is itself a scientific endeavor. I had to learn not just what to create, but also how to create it and, most crucially, how to present it.
Instagram offers three primary content formats: static posts, disappearing stories, and reels. The burning question is, which one grabs the most attention and leaves a lasting impact? To answer this question, Habibi and her colleague Lidya Salim from Ontario Tech University experimented, pitting posts against reels to see which garnered more engagement. Not surprisingly, reels outperformed posts in terms of likes, comments, and watch time. This mirrors the educational setting, wherein hands-on experiments often trump traditional lectures. During my stint as a content creator, I experimented with how to condense impactful, information-dense content—covering conferences, workshops, lectures, and research articles—into a mere 15-second reel.
Crafting concise reels to capture the essence of years of research and personal and professional growth achieved in pursuit is a challenge. If your aim is for people to watch the reel till the end, a 15-second reel is the way to go; for sparking conversations and engagement, longer reels, perhaps 30 or 60 seconds, are the ticket. This prompts the next important question: How do you ensure that people see your reel? The key lies in deciphering the algorithm, understanding what it favors, and tailoring your content accordingly.
The Enigmatic Algorithm
I learned quite early on that making a viral reel is not just about impressing viewers; it’s about winning the favor of the notorious Instagram algorithm. The algorithm is essentially a rulebook that dictates the ranking and visibility of content across the platform. It determines what shows up and in what order.
For newcomers diving into content creation or those simply exploring Instagram for science-related content, the challenge is to shine amidst the vast ocean of science accounts. There are some factors that both creators and audiences must consider to get their science content featured on the selective Instagram Explore Page (however, if you’re looking for a broad-spectrum hack sheet, check out this resource).
Original Content: The Instagram algorithm has a sweet spot for originality. Creating your own content significantly boosts your chances of catching its attention.
Engagement: Both creators and audiences should make the most of the comments section. Engaging with comments and discussions helps elevate your content in the algorithm’s eyes and opens windows for collaborations.
Hashtags: Utilize genuinely interesting hashtags. Search for and engage with content featuring those hashtags. Instagram’s algorithm takes note of hashtag relevance and activity.
The start: The initial 5 seconds of your video hold the key to retaining viewers until the end. Begin with a captivating element that hooks your audience. Take a cue from AsapScience’s reel about probability.
Incorporate Text in Videos: Considering that 75% of people scroll through videos without sound, adding text becomes crucial for reaching a wider audience. For readability, place concise text in the center, this works to get the message through even in grid mode.
Linking posts to original content: When creating reels, it is vital to include links, especially to the original articles. Platforms like Linktree can seamlessly integrate links by providing a centralized resources hub and enhanced accessibility.
Collaborating with researchers: Partnering with fellow researchers for a reel or an Instagram takeover extends the reach of the work to a broader audience, fostering a sense of community.
Showcase Outreach Efforts: Highlighting science outreach, events, or educational activities adds a personal touch to the content. Sharing a passion for science beyond the lab not only inspires others but also emphasizes the broader impact of science.
Building credibility: In a world filled with fake news and misinformation and where people believe lies if told loud enough, strive to be a trustworthy resource for students. Provide authentic, verified information they can rely on. As they say, building trust is the foundation of any relationship.
Little pats on the back:
Discovering my target audience and mastering content creation needed patience. Although there were moments when my efforts seemed fruitless, little acknowledgements kept me going. I will share two instances that were particularly heartening for me.
As part of the journal’s outreach activities, I created reels for every event, be it a workshop or a special lecture. These reels summarized the key moments, speaker details, and contact information. This simple act made a significant impact. An undergraduate student approached me, expressing how much she appreciated the summaries. It helped her connect with a guest lecturer, leading to discussions about future career prospects and internships. The impact grew as more people began asking about upcoming workshops and inquired if they could bring friends.
The other incident occurred when I posted about book reviews published in the journal, and later learned that it also delved into subjects like personal journeys of doctors and the Indian health system. The reviews garnered praise as people started seeing beyond the intellects of academics, and realized they too navigate the everyday struggles of life.
My journey thus far has made me realize that you do not need tons of followers for your content to matter. Even one post can make someone curious about science. As more people rely on social media for scientific information, the education system needs to catch up. Instead of numbers, the focus should be on igniting people’s interest and curiosity. So, in this digital world, your post is not just a megabyte file but a little wave that splashes inspiration in people standing at the shore of the sea of knowledge.
Edited by: Neha Kumari
