A study by the University of Georgia explored how different factors affect viewer curiosity when engaging with science content on social media.Researchers analyzed over 1,000 participants' reactions to TikTok and Instagram-style videos about jellyfish, finding that casual tone and pop culture references like SpongeBob SquarePants increased enjoyment and curiosity.

However, cultural and racial differences influenced responses: Black audiences preferred non-cartoonish content, while race-congruent presenters enhanced curiosity for specific demographics.The study emphasizes balancing curiosity-sparking elements with partial answers to sustain interest.

Key findings include the importance of tailoring content to audience sensibilities, avoiding assumptions about cultural understanding, and creating concise, engaging videos that encourage further exploration.

Published in *Science Communication*, the research highlights the need for science creators to adapt their messaging to diverse groups while maintaining educational value.