sports science communication, audience engagement, social media analysis, Douyin, WeChat
Abstract
The rapid expansion of social media platforms has profoundly transformed how sports science knowledge is communicated to the public. Platforms such as Douyin, Weibo, and WeChat Official Accounts have emerged as essential channels for disseminating information on athletic training, injury prevention, sports performance optimization, and nutrition management. Despite this growing trend, there remains a lack of systematic comparative research examining how these platforms influence audience engagement with sports science content. This study seeks to address this gap by analyzing the relative effectiveness of different social media platforms in promoting the communication of sports science, emphasizing measurable indicators of audience participation and interaction. A mixed-methods research design is employed, integrating both quantitative data analysis and qualitative content evaluation. Data were collected from 50 top-performing sports science accounts on each of the three platforms-Douyin, Weibo, and WeChat-over the period from 2022 to 2024. Key engagement metrics, including average interaction rates, comment sentiment distributions, and patterns of content sharing, are systematically examined to assess user responsiveness. The study further explores how platform-specific content formats, such as short-form videos on Douyin, real-time discussion threads on Weibo, and long-form informational articles on WeChat, influence audience retention, participation depth, and dissemination efficiency. Findings reveal distinct engagement dynamics across platforms. Douyin demonstrates superior reach and virality, primarily due to its algorithm-driven short video system and high-frequency content circulation. In contrast, WeChat fosters more sustained engagement and deeper cognitive involvement through in-depth reading and professional discourse. Weibo serves as an intermediary platform that encourages real-time exchanges and interactive discussions through features like hashtags, live Q&A sessions, and comment threads. These platform-specific patterns highlight the need for differentiated communication strategies in the dissemination of sports science information. Overall, this study provides practical insights for sports science communicators, educators, and institutions aiming to enhance digital outreach. By identifying the strengths and limitations of each platform, the research offers evidence-based strategies for optimizing audience engagement and improving the public understanding of sports science in the digital era. The findings contribute to the expanding field of digital science communication by presenting empirical evidence and methodological guidance for effective dissemination of sports-related knowledge across diverse online environments.
