I believe that publishing a paper in a reputable journal is not the end of one's research. Academics need to promote their paper through social media or other alternative science communication methods to generate reach and social impact. Arguably, a 30-second TikTok video could potentially generate more societal impact than a 30-page technical paper published in a paywalled tier-one academic journal. That might be an exaggeration, but it drives my point that academics need to translate their papers into more accessible media to generate impact. So, I started making short YouTube videos (2-3 minutes) and Shorts (
You are absolutely right, especially with Gen Z; we are increasingly likely to be influenced by social media (influencers, celebs) to look into certain topics and "buy in" to research.
Also, consider backlinking. Identify midsize blogs or social media pages that post about topics related to the research. Reach out with an effective pitch (think like sales or PR), briefly explain the article's main points, what makes it different, what makes it important, and most importantly, why it is interesting to THEIR audience.
Hope this helps!
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