From the Permian to the Digital Age: Science Communication via Instagram in the BROMACKER Project

In an age shaped by digital media and rapid information exchange, science communication is adapting to new tools and audiences. The BROMACKER—a multidisciplinary research project focused on a 290-million-year-old fossil site in Thuringia, Germany—is using social media to make its research more visible and accessible. Through the Instagram channel @bromacker_chroniken, the team shares fieldwork, fossil discoveries, as well as paleontological and geological insights in formats tailored to a broad, non-specialist audience.

This contribution explores how visual storytelling, authentic glimpses into fieldwork, and easy-to-understand explanations can help open up scientific research beyond academic circles. Using concrete examples, it illustrates how humor, visuals, and accessible language turn complex science into something people can relate to and respond to. At the same time, it also reflects on the opportunities and limitations of using social media to communicate evolving research via social media.

By embedding outreach into the scientific routine, @bromacker_chroniken demonstrates how digital media can enrich science communication, spark curiosity, and strengthen the relevance of research in society today.