Official URL: https://doi.org/10.1111/acv.12997

Half of all species are predicted to face extinction by the end of the century. Despite this, awareness of certain species' extinctions remains surprisingly muted, highlighting the need to improve and quantify public awareness. We explore the connection between biodiversity loss and public awareness by quantifying the changes in online interest on Twitter (now known as X) and Wikipedia both before and after the extinctions of eight species and following their reclassification in the IUCN Red List. Our findings reveal that extinction announcements generally spike online interest for most species, albeit briefly on Twitter (i.e. tweets and retweets about species), while Wikipedia (i.e. article pageviews of species) exhibits a more prolonged interest. IUCN reports were generally not associated with increased interest. Coordinated media coverage, especially when aligned with broader environmental narratives and key events, enhanced the impact of extinction announcements. On Twitter, spatially we observed a shift from local to global interest of users following extinction. We also found a small subset of influential users on Twitter, including content creators and media organisations, who disproportionately shaped conservation discussions. Environmentally oriented individuals and organisations also play a significant role, collectively comprising a third of the top retweeted users. Overall, these results highlight the need for conservation bodies, such as the IUCN, to engage more directly both with media organisations and content creators in order to drive public interest for conservation efforts, especially for less charismatic species. The tragedy of species extinction necessitates such efforts to ensure sustained and meaningful public awareness. Our findings also show that while social media outlets can generate global interest quickly, which may drive public discussions regarding ongoing extinctions and potential future de-extinctions, this is likely to be short-lived, underscoring the importance of alternative platforms such as Wikipedia, which can foster longer-term engagement.