Short answer

Prioritize visually compelling and action-oriented imagery, such as protest photos, when aiming for high engagement on social media platforms, even if other types of visuals are more frequently shared.

Field: Innovation & Design
Source: Social Media + Society (2023)
Method: Quantitative content analysis and engagement analysis
Sample: Over 2 million images
Evidence: Moderate effect

While textual visualizations are frequently shared on social media regarding climate change, users engage more with protest-related imagery. This innovation & design research insight is drawn from a 2023 study published in Social Media + Society. Using Quantitative content analysis and engagement analysis with Over 2 million images, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize visually compelling and action-oriented imagery, such as protest photos, when aiming for high engagement on social media platforms, even if other types of visuals are more frequently shared.

Study

Innovation & DesignRecentModerate effect

Visualizing Climate Change: Social Media Dominates Image Selection, Not Engagement

While textual visualizations are frequently shared on social media regarding climate change, users engage more with protest-related imagery.

Social Media + Society · 2023

Key Findings

01Textual visualizations are frequently published alongside #climatechange tweets.
02Images depicting protests related to climate change receive higher user engagement.
03Bots and event-driven communication patterns influence image dissemination.
04A hybrid of news media logic and social media logic shapes climate change visuals.

Application

Design takeaway

How to apply

When designing social media campaigns for climate change awareness or action, test the engagement levels of different visual styles, particularly comparing informational graphics with images of activism or direct impact.

Project actions

01When analyzing visual communication, consider both the frequency of content creation and the level of audience interaction.
02Explore how different visual styles evoke distinct emotional responses and levels of engagement.

Method & Evidence

AimTo analyze the types of images shared and engaged with on Twitter concerning #climatechange, and to understand the influence of media logics on this visual communication.

MethodQuantitative content analysis and engagement analysis

ProcedureThe study analyzed over 2 million images associated with #climatechange tweets on Twitter over a 10-year period. It categorized image types, identified stakeholders sharing them, and measured engagement metrics. The findings were then interpreted through the lens of media logics.

SampleOver 2 million images

ContextSocial media communication, climate change discourse

Variables

IV["Image type (e.g., textual visualization, protest image, natural landscape)","Presence of bots","Focusing events"]

DV["Image engagement (likes, retweets, replies)","Frequency of image sharing"]

CV["Hashtag used (#climatechange)","Platform (Twitter)","Time period (10 years)"]

Strengths & Limitations

Strengths

+Large-scale quantitative analysis provides robust data.
+Longitudinal study captures trends over a decade.
+Application of media logic theory offers a strong analytical framework.

Limitations

The study's focus on a single platform (Twitter) and a specific hashtag means the findings might not represent all online climate change discussions.

Reliability & validity

The study's reliability is supported by its large dataset and systematic categorization. Validity is enhanced by using established media logic frameworks to interpret findings.

Think critically

How might the 'media logic' of different platforms (e.g., Instagram vs. Twitter vs. TikTok) further influence the types of climate change visuals that are both shared and engaged with?

Design Principles

"Audience engagement on social media often favors emotionally resonant and action-oriented visuals over purely informational ones."

Understanding the disconnect between what is shared and what resonates with an audience is crucial for effective communication strategies. Designers and communicators can leverage this insight to tailor visual content for greater impact and engagement.

What This Means for Your Design

People on Twitter tend to share a lot of charts and graphs about climate change, but they actually click on and like pictures of protests more.

How to use in your project

1.Use this study to justify the selection of visual content for your design project, explaining why certain image types might be more effective for engagement.

Add to My Project

Quick Cite

Paragraph starter

This research highlights a critical dynamic in visual communication: while informational graphics are prevalent in climate change discourse on social media, user engagement is significantly higher for imagery depicting activism and protest. This suggests that for impactful communication, designers should consider the emotional resonance and call-to-action potential of visuals, rather than solely relying on data presentation.

Source

Social Media + Society

(Social) Media Logics and Visualizing Climate Change: 10 Years of #climatechange Images on Twitter

journal · 2023

View source

Questions About This Research

What does the research say about visualizing climate change: social media dominates image selection, not engagement?: Prioritize visually compelling and action-oriented imagery, such as protest photos, when aiming for high engagement on social media platforms, even if other types of visuals are more frequently shared. Evidence: Social Media + Society (2023).
Why does "Visualizing Climate Change: Social Media Dominates Image Selection, Not Engagement" matter for design?: Understanding the disconnect between what is shared and what resonates with an audience is crucial for effective communication strategies. Designers and communicators can leverage this insight to tailor visual content for greater impact and engagement.
How can designers apply this research?: Prioritize visually compelling and action-oriented imagery, such as protest photos, when aiming for high engagement on social media platforms, even if other types of visuals are more frequently shared.
What were the main findings?: Textual visualizations are frequently published alongside #climatechange tweets.. Images depicting protests related to climate change receive higher user engagement.. Bots and event-driven communication patterns influence image dissemination.. A hybrid of news media logic and social media logic shapes climate change visuals.
What research method was used?: Quantitative content analysis and engagement analysis with Over 2 million images.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from Social Media + Society.
What should I do differently in my next project?: When designing social media campaigns for climate change awareness or action, test the engagement levels of different visual styles, particularly comparing informational graphics with images of activism or direct impact.
What are the limitations?: The study focused solely on Twitter, and findings may not generalize to other social media platforms. The analysis of 'stakeholders' was based on tweet content and may not fully capture all nuances of user intent.