Public discourse on critical issues such as climate change is progressively shifting to social media platforms that prioritize short-form video content. To improve our understanding of this transition, we studied the video content produced by 21 prominent YouTube creators who have expanded their influence to TikTok as information disseminators. Using dictionary-based tools and BERT-based embeddings, we analyzed the transcripts of nearly 7k climate-related videos across both platforms and the 574k comments they received. We found that, when using TikTok, creators use a more emotionally resonant, self-referential, and action-oriented language compared to YouTube. We also observed a strong semantic alignment between videos and comments, with creators who excel at diversifying their TikTok content from YouTube typically receiving responses that more closely align with their produced content. This suggests that tailored communication strategies hold greater promise in directing public discussion towards desired topics, which bears implications for the design of effective climate communication campaigns.

翻译：公众对气候变化等关键议题的讨论正逐步转向以短视频内容为主的社交媒体平台。为深化对这一转变的理解，本研究追踪了21位从YouTube拓展影响力至TikTok平台、并扮演信息传播者角色的知名创作者的视频内容。通过基于词典工具与BERT嵌入分析，我们解析了近7000条跨平台气候相关视频的文本记录及收到的57.4万条评论。研究发现，创作者在TikTok平台相较于YouTube更倾向于使用情感共鸣强烈、自我指涉且行动导向的语言。同时，视频与评论间呈现显著的语义一致性：那些擅长在TikTok内容中差异化创作（区别于YouTube内容）的创作者，通常能收到与其产出内容高度契合的受众回应。这表明定制化传播策略在引导公众讨论聚焦特定议题方面具有更大潜力，对设计高效的气候传播活动具有重要启示。