The ongoing discourse on English for Science and Technology (EST) underscores the importance of effective scientific communication. With the advent of digital technologies, science is increasingly disseminated to broader audiences through various semiotic resources. However, the vast information ecosystem of the Internet presents a challenge to maintain the audience’s attention. This chapter explores these challenges, focusing on the strategies employed in TED Talk videos, a prominent digital science genre, to captivate and retain online audience attention. The study begins with a cluster analysis of the TED webpage where videos are embedded, illustrating the construction of an intertextual communicative context that encourages user interaction. A subsequent multimodal analysis of the introductory section of twenty-eight highly viewed TED Talks on biology uncovers the strategies used to capture interest. The findings reveal that the TED webpage employs various clusters to establish credibility, inform viewers about the talk, and foster an “ambient affiliation” (Zappavigna, 2011), ultimately persuading visitors to watch the video. The multimodal analysis further shows that multiple semiotic resources are used in the video introductions to connect with the audience, stimulate curiosity, and personalize the speech.