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Public discourse on critical issues such as climate change is progressivelyshifting to social media platforms that prioritize short-form video content. Toimprove our understanding of this transition, we studied the video contentproduced by 21 prominent YouTube creators who have expanded their influence toTikTok as information disseminators. Using dictionary-based tools andBERT-based embeddings, we analyzed the transcripts of nearly 7k climate-relatedvideos across both platforms and the 574k comments they received. We foundthat, when using TikTok, creators use a more emotionally resonant,self-referential, and action-oriented language compared to YouTube. We alsoobserved a strong semantic alignment between videos and comments, with creatorswho excel at diversifying their TikTok content from YouTube typically receivingresponses that more closely align with their produced content. This suggeststhat tailored communication strategies hold greater promise in directing publicdiscussion towards desired topics, which bears implications for the design ofeffective climate communication campaigns.

Shifting Climates: Climate Change Communication from YouTube to TikTok