RAPID: Influencing Young Adults’ Science Engagement and Learning with COVID-19 Media - COVID-19 and Mask Content & Media Format: A Facebook Test

Date: 
Monday, December 20, 2021
Resource Type:
Research Case Study | Research
Environment Type: 
Media and Technology, Websites, Mobile Apps, and Online Media
Audience: 
Adults | Administration/Leadership/Policymakers | General Public | Museum/ISE Professionals | Scientists
Discipline: 
Health and medicine
Organization:
KQED, Inc., Texas Tech University, College of Media and Communication
Description: 

We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies.

This collaborative research project between KQED, a public media organization serving the San Francisco Bay Area, Texas Tech University and Rockman et al conducted research to study how best to provide effective COVID-19 science news and social media content for young adult audiences.

The KQED Science Engagement team set out to test different formats of media with the same mask message used in the survey conducted by Texas Tech University. We were interested in learning which images -- videos, graphics or GIFs -- worked best in our Facebook posts to inform our future Facebook content creation strategies.  Our target audience included men and women age 18-65+ in the U.S.

Across all target audiences, the engagement rate for the videos performed best above all other formats followed by GIFs, and then images. As age increased, engagement for all the media formats increased as well. 

 

Funder(s): 
NSF
Funding Program: 
AISL
Award Number: 
2028469
Funding Amount: 
$102,142
Document:

Team Members

Sarah MohamadSarah MohamadAuthor
Sue Ellen McCannPrincipal Investigator
Sevda ErisSevda ErisCo-Principal Investigator
Asheley LandrumAsheley LandrumCo-Principal Investigator

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