Matthews Stacey, Just Jasmine, Jennings Garry, Bray Janet, Lewis Jesse, Buttery Amanda
National Heart Foundation of Australia, Docklands, Melbourne, Vic, Australia; Royal Melbourne Hospital, Cardiothoracic Surgery Unit, Melbourne, Vic, Australia.
National Heart Foundation of Australia, Docklands, Melbourne, Vic, Australia.
Heart Lung Circ. 2023 Sep;32(9):1089-1095. doi: 10.1016/j.hlc.2023.06.724. Epub 2023 Jul 15.
This study investigates whether a targeted social media campaign increases reach and engagement of heart failure self-management educational resources among culturally and linguistically diverse communities in Victoria, Australia.
A targeted six-week Facebook social media campaign (from 3 October 2022 to 13 November 2022) was performed using the Precision Public Health Framework. Animated heart failure educational videos were developed, translated, and publicised among Mandarin-, Vietnamese- and English-speaking communities in Victoria, Australia. Data from Facebook, Google Analytics and social marketing costs were analysed. An independent, two sample t-test was applied to investigate differences in the performance (views and cost-per-click) of the English and translated Mandarin and Vietnamese social media campaigns. Webpage views (of the promoted heart failure webpage) during the campaign were compared to the same period 12 months prior.
A total of 664,434 English and 182,294 translated Vietnamese and Mandarin video advertisements were placed and seen in individuals' social media feeds (impressions) over the six weeks. Per capita reach was proportionally higher for Vietnamese and Mandarin video advertisements (54% versus 15%). The percentage of those who watched the educational video in the social media posts, for at least 15 seconds (a 'ThruPlay'), was significantly higher in Mandarin and Vietnamese-speaking communities (75% versus 40% among the English-speaking community p<0.0001). However, those viewing in English had significantly longer engagement and watched at least half of the video (2.5% versus Vietnamese and Mandarin viewers (0.31%), p<0.0001). The click-through rate and cost-per-click were significantly higher for the translated social media posts compared with the English (0.77% vs 0.62%, p=0.0185 and AUD$4.48 vs AUD$3.22, p<0.0001).
A targeted six-week Facebook social media campaign using translated video animations in Vietnamese and Mandarin had significantly higher reach, initial views (first 15 seconds) and higher click-through rates, but fewer views of at least half of the video, compared with the Facebook English videos. Higher costs-per-click were associated with the translated campaign. Further research is needed to understand the extent that social media translated campaigns can influence health behaviour.
本研究调查了有针对性的社交媒体活动是否能提高澳大利亚维多利亚州文化和语言背景多样的社区中，心力衰竭自我管理教育资源的覆盖面和参与度。
使用精准公共卫生框架开展了一项为期六周的有针对性的脸书社交媒体活动（从2022年10月3日至2022年11月13日）。制作了心力衰竭教育动画视频，并在澳大利亚维多利亚州讲普通话、越南语和英语的社区中进行翻译和宣传。分析了来自脸书、谷歌分析的数据以及社会营销成本。应用独立两样本t检验来调查英语以及翻译后的普通话和越南语社交媒体活动在表现（浏览量和每次点击成本）上的差异。将活动期间（推广的心力衰竭网页的）网页浏览量与前12个月的同期数据进行比较。
在六周内，总共投放了664,434条英语以及182,294条翻译后的越南语和普通话视频广告，并在个人社交媒体信息流中被展示（展示量）。越南语和普通话视频广告的人均覆盖面相对较高（分别为54%和15%）。在社交媒体帖子中观看教育视频至少15秒（“完整播放”）的人群比例，在讲普通话和越南语的社区中显著更高（分别为75%和40%，而英语社区为40%，p<0.0001）。然而，观看英语视频的人群参与度显著更高，观看了至少一半视频的比例也更高（分别为2.5%和越南语及普通话观看者的0.31%，p<0.0001）。与英语社交媒体帖子相比，翻译后的社交媒体帖子的点击率和每次点击成本显著更高（分别为0.77%对0.62%，p=0.0185；4.48澳元对3.22澳元，p<0.0001）。
与脸书英语视频相比，一项为期六周、有针对性地在脸书上使用越南语和普通话翻译视频动画的社交媒体活动，覆盖面、初始浏览量（前15秒）和点击率显著更高，但观看至少一半视频的浏览量较少。翻译后的活动每次点击成本更高。需要进一步研究以了解社交媒体翻译活动在多大程度上能够影响健康行为。
