Anuja Majmundar1, Meghan Bridgid Moran2. 1. American Cancer Society, 555 11th St NW #300, Washington, DC. 2. Department of Health, Behavior & Society, Johns Hopkins Bloomberg School of Public Health, 624 N. Broadway, Hampton House 729, Baltimore, Maryland 21205, United States.
Abstract
INTRODUCTION: This study explores sponsored tobacco advocacy messages on Facebook and Instagram by: (1) Examining differences in message performance metrics, funding sources, and audience characteristics of anti- and pro-tobacco messages in the United States, and (2) Characterizing audience exposure to anti- and pro-tobacco message themes across different age-groups and by gender. METHODS: The analytic sample consisting of 375 tobacco-advocacy-related messages on Instagram and/or Facebook in the United States during May 29, 2020 to July 26, 2020, was obtained from the Facebook Ad Library API. Chi-square tests compared differences in anti- and pro-tobacco messages by potential reach, impressions, approximate spend $, social media platform type, average duration of delivery, type of funding sources, and audience age and gender exposure. Percentage distribution of message themes and audience exposure by age and gender were also examined. RESULTS: Anti-tobacco messages (n=334, 89.07%) exceeded pro-tobacco messages (n=41, 10.93%) overall. Anti-tobacco messages had lower potential reach, received a lower proportion of impressions, and spent a lower proportion of money per message. Pro-tobacco advocacy was funded primarily by the tobacco industry and advocacy groups. A small fraction of anti-tobacco advocacy messages reached young adults and men. Among pro-tobacco advocacy messages, a majority of messages highlighting tobacco regulations, addiction, citizen advocacy, flavors and impact on economy reached mostly men. CONCLUSION: Future anti-tobacco advocacy efforts on social media may consider more focused efforts in reaching young adults and men, and leveraging strategic social media analytics to improve their overall potential reach and impressions.
INTRODUCTION: This study explores sponsored tobacco advocacy messages on Facebook and Instagram by: (1) Examining differences in message performance metrics, funding sources, and audience characteristics of anti- and pro-tobacco messages in the United States, and (2) Characterizing audience exposure to anti- and pro-tobacco message themes across different age-groups and by gender. METHODS: The analytic sample consisting of 375 tobacco-advocacy-related messages on Instagram and/or Facebook in the United States during May 29, 2020 to July 26, 2020, was obtained from the Facebook Ad Library API. Chi-square tests compared differences in anti- and pro-tobacco messages by potential reach, impressions, approximate spend $, social media platform type, average duration of delivery, type of funding sources, and audience age and gender exposure. Percentage distribution of message themes and audience exposure by age and gender were also examined. RESULTS: Anti-tobacco messages (n=334, 89.07%) exceeded pro-tobacco messages (n=41, 10.93%) overall. Anti-tobacco messages had lower potential reach, received a lower proportion of impressions, and spent a lower proportion of money per message. Pro-tobacco advocacy was funded primarily by the tobacco industry and advocacy groups. A small fraction of anti-tobacco advocacy messages reached young adults and men. Among pro-tobacco advocacy messages, a majority of messages highlighting tobacco regulations, addiction, citizen advocacy, flavors and impact on economy reached mostly men. CONCLUSION: Future anti-tobacco advocacy efforts on social media may consider more focused efforts in reaching young adults and men, and leveraging strategic social media analytics to improve their overall potential reach and impressions.
Authors: Nathan Silver; Elexis Kierstead; Ganna Kostygina; Hy Tran; Jodie Briggs; Sherry Emery; Barbara Schillo Journal: J Med Internet Res Date: 2022-09-22 Impact factor: 7.076