"It's our job to be translators of science so people understand what's happening and why it's so important. It's a global ocean. Just because something's happening in one place, doesn't mean it's not going to have an effect elsewhere in the world."
"OceanX's social strategy is to bridge the knowledge gap between what people are unaware of and what they care about by leaning into the "edutainment" vertical. Their content focuses on making complex concepts understandable by meme-ifying bioluminescent jellyfish on TikTok, asking X/Twitter users to comment which sea they'd be, and livestreaming deep sea dives on YouTube."
"The aim is to make information sticky; to get viewers to pass on one thing they learned from a social post to a friend or colleague. With terminology like "chromatic aberration" and "cnidocytes" frequently cropping up in their work, this benchmark can help to bridge the gap."
OceanX, known as "the NASA of the sea," leverages social media to spark curiosity about ocean conservation. The brand's strategy centers on relatability and translating complex scientific concepts into accessible content through "edutainment." By creating engaging posts—from meme-ified bioluminescent jellyfish on TikTok to interactive questions on X/Twitter and YouTube livestreams of deep sea dives—OceanX bridges the knowledge gap between what people don't know and what they care about. The approach maintains intellectual integrity without oversimplifying, using scientific terminology like "chromatic aberration" and "cnidocytes" while crafting content that sparks discussions. The goal is making information memorable enough for viewers to share learnings with others, emphasizing that ocean events globally interconnect.
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