An analytical and experimental study of the energy transition discourse on YouTube

Energy production and management face significant political, economic, and environmental challenges. The rise in information consumption through social media can, under certain conditions, reduce the visibility and uptake of reliable knowledge, particularly in environments characterised by high information overload, algorithmic amplification, and low media literacy. This study examines the ideas discussed in the energy transition content on YouTube, assesses the most effective methods of communicating knowledge and information, and identifies the most engaged audiences. We examine videos related to the subject, analysing the themes discussed, the language used, and the emotions conveyed on YouTube, linking language formality to user engagement. To test the relationship experimentally, original content was uploaded to YouTube through two mirror channels containing the same material but using different levels of language formality. We conducted a systematic statistical analysis of engagement data collected from YouTube and the Google Ads platform. The YouTube engagement suggests that the conversational channel reaches a broader audience, although retention across video segments varies. While user retention was higher in the early segments for the conversational content, a higher retention in the mid to late sections of academic videos was found. Data from the Google Ads platform provided a deeper understanding of engagement across user profiles. Younger individuals and women show greater engagement regardless of language style, although women demonstrate relatively greater interest in the academic content.