Follow the metrics? How does social media affect the journalistic practices of digital science communication start-ups?

The influence of social media platforms on content production has been widely discussed in journalism studies, yet there remains limited research on its specific impact on science communication. This Chinese case study explores how social media logic affects the practices of digital science communication within a leading start-up in the field. Using in-depth interviews and participant observation, the study examines how key components of social media logic—such as engagement metrics and the drive to avoid invisibility—shape content production. The findings reveal that these influences intertwine with other factors, including platform regulations, creating a complex environment for content creation. This research offers insights into the broader implications for science communication and highlights potential avenues for future inquiry.