Natural history museums are missing an opportunity to present research and collections on YouTube

There have been repeated calls in the US for scientists to communicate the importance of biological collections to both a general public audience and to policy makers. Natural history museums that house both collections and research staff while maintaining online media presences, are well positioned to communicate that value. Our study aims to understand how these museums present themselves and their research and collections via YouTube. We created a standardized and repeatable 15-question codebook to categorize content and production choices in museum account YouTube posts. In total, we analyzed 437 videos posted by 28 natural history museums in the US in 2019 and 2023, showing that messages featuring museum science are uncommon. Instead, YouTube users are likely to encounter live event recordings or promotional content related to museum or exhibit information. Research and collections themed content represents an opportunity gap for museums to engage YouTube audiences in science. If natural history museums that maintain both collections and research staff want to answer the repeated calls of communicating the importance of collections in research, then we recommend either (1) incorporating research and collections into their other video types, and/or (2) looking to other YouTube channels, some of which are subsidiary to museum institutional accounts, as a model for research and collections content strategies.