60-second science: Embracing short-form ‘selfie’ videos (without the trauma) to increase impact

Let’s address the elephant in the lab immediately: The idea of pointing a camera at your own face and dancing to trending pop music makes most researchers want to hide in a dark microscopy room. We hear you! And we have good news. You do not need to dance. You do not need to lip-sync. And you certainly don’t need to become a full-time "influencer". But, if you want your research to reach beyond the paywalls and into the public consciousness, you do need to look at vertical, short-form video. We’re talking about TikTok, Instagram Reels, and YouTube Shorts. Wait! Before you panic, we aren’t suggesting you try to animate your own complex cellular mechanisms (leave the polished, high-end animation to us; that’s a whole different beast). We are talking about the low-budget, authentic, "selfie-style" videos that you can do in the office or your jammies in under 5 minutes. It’s rough, it’s ready, and surprisingly, it’s exactly what the algorithms are hungry for. Here is your guide to dipping your toe into the vertical video waters without losing your academic dignity.

Why go vertical?

The era of the "perfectly curated feed" is over. Audiences today, especially younger ones, crave authenticity. They don’t want to see a stock photo of a scientist holding a beaker; they want to see you, tired eyes and all, explaining why your experiment failed three times before it worked.

According to HubSpot’s 2025 State of Marketing Report, short-form video is currently the highest-reach medium, with the highest return on investment (ROI), on the internet. Let that sink in. A simple 45-second video explaining a concept can garner thousands of views from people who would never dream of downloading a PDF. It humanises science, builds trust, and yes – it drives traffic to your actual papers.

The "selfie" strategy: 3 use cases for researchers

The goal here isn't "cinematic masterpiece". The goal is "connection". Here are three formats you can film on your phone in under ten minutes.

1. The "paper drop" announcement

You’ve just been published. Instead of just tweeting a link, film a 30-second Reel.

• Visual: You holding the printed paper, or using the "Green Screen" effect (native to Instagram) to put the paper’s title behind your head.

• Script: "I just published a new paper on [topic]. We found that [key finding]. This matters because [big picture impact]. Link in bio to read it!"

• Why it works: It puts a face to the name on the author list, and instantly makes you more relatable.

2. The "lab life" reality check

People are fascinated by what scientists actually do all day.

• Visual: A quick tour of your setup, unboxing a new reagent, or showing a cool machine in action. Or…simply show how cluttered your work space has become (relatability = winning).

• Script: "This is a mass spectrometer. It looks like a beige box, but it’s currently telling me exactly what is inside this sample..."

• Why it works: It’s behind-the-scenes content that requires zero editing.

3. The myth-buster

Is there a common misconception in your field that drives you bonkers?

• Visual: Just you, talking directly to the camera. Some people like their science served sternly, with cold-faced facts in a Scandinavian accent. Others want to laugh at how clumsy you are (because they are). Be yourself, you’ll find your own audience.

• Script: "I keep seeing people say X. As a climate scientist, here is why that is actually a myth..."

• Why it works: Controversy (the polite kind) and education drive high engagement.

The formula: Hook, Value, CTA

You don’t need a scriptwriter, but you do need structure. Since you only have about 60 seconds, use this formula:

1. The Hook (0-3 seconds)

Grab attention immediately. Don't start with "Hello, my name is..." (boring!). Start with the action.

• Bad: "Hello, today I want to talk about..."

• Good: "Here is the weirdest thing I found in the ocean this week."

2. The Value (3-50 seconds)

Deliver the science. Keep it jargon-free. Imagine you are explaining it to your grandmother or a bright teenager. If you are using the "Green Screen" feature on TikTok or Instagram, you can point to a specific graph or figure from your paper behind you to illustrate your point.

3. The Call to Action (CTA) (Last 5-10 seconds)

Tell them what to do next:

• "Read the full paper at the link in my bio."

• "Follow for more marine biology facts."

• "Drop a question in the comments."

Real-world inspiration

Want to see some great low-budget examples? If you think this advice only applies to "full-time influencers" who have abandoned research, let us introduce you to Dr. Kirsten Banks (aka @AstroKirsten).

Kirsten is a Wiradjuri astrophysicist who is very much an active researcher, publishing on everything from galactic archaeology to asteroseismology. But she is also a short-form video powerhouse, with hundreds of thousands of followers across TikTok and Instagram.

Her content is the perfect example of the "selfie" style we mentioned above: often just her, a green-screen background of the cosmos, and 60 seconds of infectious enthusiasm. It’s accessible, low-budget, and incredibly effective.

And here's the best part: Her massive public profile didn't hurt her academic career, it likely supercharged it.

In a competitive market where most PhD graduates face the precarious "postdoc valley of death," Kirsten secured a permanent position as a Lecturer at Swinburne University of Technology straight out of her PhD. Universities today are desperate for staff who can attract students and demonstrate real-world impact. By building a massive audience, Kirsten proved she could do both before she even donned her graduation gown.

She is proof that you don’t have to choose between being a "serious scientist" and a "social media star." You can be both, and your career might thank you for it. Check out how she balances deep science with high engagement in these examples:

"But I want it to look professional!"

Here is the crucial distinction: Social content is not an asset; it’s a conversation.

If you need a permanent, high-fidelity explainer to play at conferences, embed on your lab website, or send to grant reviewers, you need a professional Video Abstract. That is where you come to a team like Animate Your Science. We ensure the animation, audio, and script are broadcast-quality.

But for Instagram or TikTok? High production value can actually hurt you. Users scroll past things that look like ads. They stop for things that look like people.

Practical tips for the shy scientist

• Lighting: Stand facing a window. Natural light is the best filter. Never have the window behind you (unless you are in witness protection).

• Audio: You don’t need a fancy and expensive microphone. Just make sure you are in a quiet room. If you are in a loud lab, use the "Voiceover" feature to record your audio later.

• Captions are mandatory: Many people watch videos with the sound off. Instagram and TikTok both have "Auto-Caption" stickers that transcribe your speech instantly. Use them!

• Batch create: Don’t try to film every day. Spend one hour on a Friday afternoon filming 3 or 4 little clips, save them to drafts, and post them throughout the week.

Your assignment

Next time you are waiting for a centrifuge to spin or code to compile, take out your phone. Open the camera. Record 30 seconds explaining one tiny thing about your day. It feels awkward the first time. It feels easier the second time. By the tenth time? You’re a sci-comm pro. Who knows, you might just go viral!

Click to download this free infographic, print it out, and stick it on your office wall as a quick reminder that you can do short-form video without the cringe.

Want to learn more about how to visualise your science? Check out our online ”Lights! Camera! Impact” training course on how to create science videos, and our online AI course for researchers (you can use AI in really smart ways for brainstorming and image or video creation). Or book a science communication workshop for your team!