For biologist Brooke Fitzwater, a doctoral student at the University of Alabama, the social media platform TikTok has become a key tool forwith some 250,000 followers. Her short, humorous videos on everything from whale sharks to zombie worms have attracted up to 2.1 million views. “TikTok has been an unparalleled way for me to communicate science to the public,” Fitzwater says.
Given that TikTok has 150 million users in the U.S., a ban would “cut off my access to a lot of people,” Fitzwater says. And although she and other science communicators could shift their outreach to other platforms, such as Instagram and YouTube, they say those outlets don’t match TikTok’s effectiveness—and may not be able to fully replace its potential to produce income.
That feature helps would-be science communicators reach viewers even if they don’t have a massive online following. Fitzwater, for example, noted that although she posts similar content on several platforms, her videos didn’t “take off” until she started using TikTok. She says viewers who didn’t know they were interested in marine science have reached out to thank her—and she’s also gained notice in her field.
TikTok also provides critical income for some communicators, especially if they don’t have an academic or industry job. Kyne Santos,, says she’s made her living over the past 4 years primarily from product placements and sponsorships with brands who see TikTok as a huge market.