Online social media platforms can be considered the most complex forms of contemporary media. Currently, YouTube stands out as the leading platform for online video content and has been widely used for the purpose of Science Communication. In this context, we aim to analyze elements involved in the process of message encoding on YouTube that, when combined, have the potential to increase engagement with science-related content on the platform. To this end, we examined audiovisual materials published between June 2022 and June 2023, collected through the YouTube Data Tools using the keywords “science” and “scientists.” The analysis was conducted across two lines of information: 1- channels, 2-videos. The results highlight the importance of communicating science by establishing subjective connections with the audience, thereby suggesting a necessary combination of features stemming from both digital and scientific cultures.