Promoting your open Research Topic on social media

What’s in this toolkit and why should you use it?

This toolkit will help you promote your open Research Topic on social media in a way that’s easy and effective. Promoting on social can significantly boost visibility, attract new contributors, and drive spontaneous submissions. 

Inside, you’ll find: 

• best practices for writing engaging posts 

• ideas and examples of what to post and when

• tips on how to tailor your post by platform: LinkedIn, X, Facebook, Bluesky, Reddit

Whether you're new to social media or just short on time, this resource will guide you in making your Research Topic seen and shared.

Why promote on social media

Social media is a powerful channel to increase the visibility of your research topic and reach a wider audience of potential contributors. By sharing your call for papers on platforms like LinkedIn, X (formerly Twitter), Facebook, Reddit, Bluesky and Mastodon, you can:

• drive spontaneous submissions from researchers who may not be on your email list

• encourage resharing by colleagues and institutions

• create ongoing visibility and interest throughout the open submission window

Follow these best practices to maximize impact:

• Be concise and clear: summarize your Research Topic in plain language. Clearly state why the topic matters and how it contributes to your field. Don’t forget to include the submission deadline.

• Include a call to action: encourage researchers to submit or share.

• Add tags and hashtags to help more people discover your post. They increase visibility beyond your direct network and make it easier for others, especially those following certain topics, to find and engage with your content. You should: 

  • Tag co-editors, authors, and institutions to increase engagement and encourage resharing. 

  • Use 2-3 hashtags that are relevant to your field and audience (e.g., #ClimateChange, #Neuroscience, #OpenScience). These help your post show up in searches and topic feeds on platforms. 

• Use compelling visuals: posts with images perform better. You can use:

  • The journal or Research Topic banner

  • A relevant image

  • Author-submitted figures or visuals from published articles

  • Or create a short video introducing your Research Topic. This is a great way to make your post more personal and engaging. Check out our quick guide to self-shooting your video.

• Post regularly: keep your Research Topic visible throughout its lifecycle.

• Engage with your network: Reply to comments and thank authors who share your post. Encourage co-editors and colleagues to repost and tag their networks.

📅Timing-based posts

Launch post: announce the Research Topic is open for submissions

Milestone post: share when the first few articles are published

Reminder post: promote 2–3 weeks before the submission deadline

Final call: post a few days before the deadline to encourage last-minute submissions

📚 Content-based posts 

Highlight published articles: feature titles, authors, or key findings from published papers

Spotlight influential contributors: tag authors who have submitted (with their permission)

Behind the scenes: share editor insights or the motivation behind the topic

Community engagement: ask a question or start a poll related to the topic to spark interaction

LinkedIn 

• Audience: Academic and professional 

• Tone: Professional, slightly more detailed 

• Length: 100–300 words, in short paragraphs 

• Hook: Use the first two lines to grab attention. Ask a question or directly call out your audience (e.g., “Are you working on sustainable agriculture?”) 

• Tagging: Mention two to three people or institutions (e.g., co-editors, your university), but only if they’re active on LinkedIn 

• Hashtags: Use up to three: two broad (e.g., #Neuroscience #Research) and onw specific (e.g., #CognitiveDevelopment) 

• Visuals: Include an image, multi-image carousel, or PowerPoint slide carousel 

• Best content types: Launch announcements, milestone posts, final calls, editor insights, and author spotlights 

Example post 

X (formerly Twitter) 

• Audience: Broad, including academics, communicators, and journalists 

• Length: 280 characters max 

• Structure: Brief hook + CTA (e.g., “Submit your work ⬇️”) 

• Tagging: Tag the journal (@FrontiersIn) and co-editors if applicable 

• Hashtags: Use 1 or 2 field-specific hashtags 

• Visuals: Include a square image 

• Best content types: Launch posts, reminders, and highlights of key papers or contributors 

Example post 

Facebook 

• Audience: General public, academic pages, and groups 

• Tone: Accessible and storytelling-based 

• Hook: Start with a question or real-world problem (e.g., “Can AI help us detect early signs of Alzheimer’s?”) 

• Tagging: Tag co-editors and share in lab or institutional groups 

• Hashtags: Optional, but 1–2 broad ones can help discoverability 

• Visuals: Use a square image 

• Best content types: Societal impact posts, author spotlights, and final calls 

Example post 

Bluesky

• Audience: Academics, open science advocates, tech-literate audiences 

• Length: Up to 300 characters 

• Tone: Friendly, concise 

• Tags: Mention relevant communities and collaborators 

• Hashtags: Use 1–2 targeted tags 

• Visuals: Use compelling images where possible 

• Best content types: Launch posts, reminders, author spotlights 

Example post

Reddit (optional and context-dependent) 

• Audience: Topic-focused, highly engaged communities 

• Best use: For Research Topics that address timely, controversial, or widely relevant issues (e.g., AI, mental health, climate change) and can spark meaningful discussion 

• Approach: Avoid overt promotion—focus instead on starting a conversation. For example, frame your post as: 
  “We’re inviting contributions on [Topic] to explore its impact on [society/science/technology]. Here’s why this matters…” 

• Subreddits: Carefully choose communities such as r/AskAcademia, r/ScienceDiscussion, or field-specific subs. Avoid r/science unless your post meets strict guidelines. 

• Title: Pose an intriguing, discussion-friendly question (e.g., “What are the most promising directions for AI in healthcare?”) 

• Post body: Share a plain-language explanation of the topic and invite dialogue. Mention that it’s tied to a Research Topic without focusing on submission links. 

• Engagement: Stay active in comments. Answer questions and participate in discussion authentically. 

• Visuals: Some subreddits allow images, but many do not. Check each subreddit’s rules before posting. 

🔍 Note: Many Reddit communities discourage self-promotion. Always read the rules carefully and prioritize discussion over linking. If unsure, consider engaging from a personal or institutional account with relevant history.  

Example Post