Why Maps are More Favored Visuals in Climate Change Newsfeeds on Social Media? Exploring the Influence of User Characteristics

Abstract. Social media is a key platform for climate change communication. However, it remains a challenge to attract audiences effectively. This study examines user preferences for different visual formats in climate-related posts and explores how user characteristics influence these preferences. A user experiment with 60 participants tested three formats: headline-with-map, headline-with-photo, and headline-only. Participants indicated their preference by selecting “More” or “Less” for each post. Results show a clear preference for headline-with-map posts, which also outperformed other visual formats in efficiency, aesthetics, and comprehension. While user characteristics had minimal influence on headline-with-map, they significantly shaped preferences for headline-only posts such as experience with climate change, trust in climate information, and interest in climate. These findings highlight the critical role of maps in improving engagement and comprehension in climate communication.