How to promote your research on social media
Social media can be a great tool for expanding your academic reach, engaging with peers, and increasing the impact of your research. Here’s how to get the most out of social media as an author and researcher.
In today’s crowded research landscape, publishing your work is only one part of the larger research lifecycle. Making sure your work reaches the right audience and has a wider impact is another critical step, and one that many authors still struggle with.
Although social media can feel disconnected from traditional scholarly practice, when used strategically, platforms like LinkedIn, Bluesky and even Instagram can become powerful tools for amplifying your research, connecting with peers, and building your academic profile online.
According to the De Gruyter Brill Platform Dilemma report, nearly 70% of academics surveyed believe that social media will continue to be a key channel for engaging with colleagues and promoting their work. On this page, we offer practical guidance on how to use social media as a promotional tool as an academic author, including tips on choosing the right channels and best practices for maintaining a professional online presence.
Why use social media to promote your research
Social media presents several benefits for researchers and authors, regardless which stage of their career they’re at:
- Enhance collaboration: Online discussions, forums, and communities can lead to exciting collaborative opportunities and help you to build connections around the globe that you might not have been able to establish otherwise.
- Increase visibility and impact: Studies have shown that research shared on social media can lead to increased visibility and, in some cases, increased citations. This, in turn, can attract broader media attention, thus presenting an opportunity for you to amplify your academic influence.
- Broaden your audience: Social media can help you to share your work beyond traditional academic circles and to reach educators, practitioners, policymakers, and even the interested public.
Which social media platforms should researchers use to promote their work?
In the Platform Dilemma report, we asked academics across disciplines which platforms they are using and what they are using them for.
While there is no clear winner in the social media landscape, one thing is clear: social media is constantly evolving, and what might have been the best platform for sharing your work six months ago might not be the most suitable today.
That said, the platforms listed below are fairly standard social media sites on which academics are sharing and networking. We list the most popular sites and how you can use them for promoting your research.
Social media platforms gaining traction for academics
Multimedia Platforms like YouTube & Instagram
If you’re comfortable with visual or audio content, platforms such as YouTube, Instagram or podcasting services can be excellent for explaining your work in more accessible terms.
Visual abstracts in photography or video format, video summaries and interviews can significantly enhance audience engagement.
LinkedIn is one of the most consistently used platforms favored by all age groups of academics. As a platform dedicated to professional networking, you can use LinkedIn to share long-form posts about your research, industry insights, and your professional milestones.
LinkedIn emphasizes career development and therefore is a valuable tool for building your “academic brand” and perhaps even finding interdisciplinary collaborators.
Bluesky
A 2025 analysis by Altmetric found that the ascendant social media platform Bluesky has overtaken X (formerly Twitter) on most weekdays in terms of original posts linking to newly published research.
According to the academics we spoke to, they are using Bluesky to stay up-to-date on latest research findings and to promote their own research -- in fact 83% report using Bluesky to collaborate and network, and 75% use it to promote their work.
Social media platforms on the decline for academics
Our survey of over 1,700 academics suggests that Facebook is on the decline in terms of engagement, however it still remains widely used. STEM and social scientists are more active on the platform than the humanities and have found that the platform works best as a tool for connecting with peers and networking.
X (formerly Twitter)
On X, the platform formerly known as Twitter, there has also been a decline in engagement over the last months. Some academics still choose to remain on the platform and use it to promote their own research or findings. As with Facebook, the academics on X are primarily STEM or social scientists, and the platform has become less relevant for the humanities.
Best Practices for Academic Social Media Engagement
Using social media privately is very different from using it for your career, and there are a few things to consider before you start posting. Keep these best practices in mind as you create content and interact with your community online:
Develop a professional profile
Make sure your profile is professional and presentable.
- Use a high-quality headshot for your profile picture.
- Maintain a consistent bio across all platforms.
- Link your institutional profiles or personal academic website.
Share your work thoughtfully
Don’t just paste a link to your latest research paper or book. Prepare each post and make sure to contextualize where necessary.
- Translate complex findings into concise, accessible language.
- Share summaries, infographics or short videos that highlight key insights.
- Regularly update your audience on ongoing projects, upcoming publications or conference participation to keep your profile dynamic.
Engage and network
Social media is a two-way street by design. Engage with your audience and participate in your colleagues’ content.
- Respond promptly to comments and questions to foster meaningful conversations.
- Join academic discussions, participate in webinars or initiate Q&A sessions to further establish your expertise.
- Explore dedicated groups and communities on your chosen platforms to expand your network.
Monitor your impact
If you’re using social media to advance your career, you can use analytics tools to get a sense of what types of posts are performing well and develop your social media strategy.
- Use analytics tools – whether provided by the platform or through third-party services – to track engagement, reach and feedback.
- Refine your strategy based on what resonates with your audience, focusing on content types and topics that drive meaningful interactions.
Uphold academic integrity
As with any type of academic content, make sure to uphold academic integrity and standards with every post and interaction.
- Always cite sources and maintain transparency about the status of your research (e.g. preprints vs. peer-review publications).
- Clearly communicate the context and limitations of your findings to avoid misinterpretation.
What to avoid when promoting your work on social media as an academic
Just as there are best practices, there are worst practices when it comes to using social media. Here are some behaviors and content types to avoid as an academic author or researcher:
- Don't share confidential information
Avoid posting details about unpublished research, peer reviews, or sensitive data. This goes for your own work and that of peers or colleagues. - Don't engage in personal attacks or public spats
Maintain professionalism and handle disputes privately to protect your professional image. Try to avoid engaging with online trolls and focus instead of productive comments and posts. - Don't post without fact-checking:
Ensure accuracy before sharing news or research to maintain credibility. Always double-check the source and credibility of third-party material before posting it to your profile or in the comments. - Don't overshare personal or promotional content
Balance personal posts and self-promotion by sharing other researchers’ updates and resources. This helps to maintain professional credibility and to avoid overwhelming your connections. - Don't forget about digital permanence
Remember that posts can be archived or screenshotted even if you have deleted them. So always take a moment to consider what you are about to share.
(Download) The Platform Dilemma – Where next for academic social media?
We surveyed 1,790 researchers, authors, and students to better understand how academics are engaging with social media at a moment of rapid change and growing ambivalence.
This 24-page report reveals a nuanced picture of the state of academic social media. Download the full report for free.
Frequently Asked Questions on How to Promote Your Research on Social Media
Using social media to promote your research is a highly effective way to increase your visibility and research impact. It helps you connect with the research community and a broader audience beyond academia, including the media and policymakers. Social media is a tool that helps your published work reach more people, increasing citations and building your reputation.
There isn’t a single best platform. The article shows that while many social media platforms are used, there are pros and cons to each. LinkedIn is great for professional networking, while newer platforms like Bluesky are gaining traction for discussing academic research. Ultimately, the best choice depends on your intended audience and the type of content you want to create.
The most crucial step is to go beyond just sharing a link. Grab your audience's attention by creating plain language summaries of your key findings. Use engaging visuals like infographics or short videos. This approach makes your published article more accessible and encourages people to read the full article.
Absolutely. Science communication is a key benefit of a strong social media presence. It allows you to translate complex topics into an accessible format for the public. You can use platforms like YouTube or Instagram to create compelling visuals that explain your academic research to a general audience, including a younger audience.
Our top tips include building a professional profile and thoughtfully sharing your relevant content. Don’t just post a link; create summaries that highlight your key findings. Engage with your followers and answer questions to foster a sense of community. This approach makes your profile dynamic and interactive.
Yes. To build a strong social media presence, you should mix up your content. In addition to promoting your published article, consider writing blog posts on your own site or on another established academic blog, as this is a highly effective way to share advice and extend your reach. You can also share content from other authors or other experts to show that you are an active member of the community.
Your institution’s press and communications office are a valuable resource. They can help you craft a professional press release and coordinate outreach to journalists. They can also offer more advice on how to leverage institutional channels. When working with them, provide a clear summary of your academic research and its potential impact.
Be mindful of what you share. Avoid posting confidential information, engaging in public disputes, or sharing unverified news. Maintain your professional credibility by fact-checking and citing sources. Remember that everything you post is permanent, so take a moment to consider what you're about to share.
