招募性少数青年参与药物滥用预防试验：比较照片墙（Instagram）和脸书（Facebook）。

Recruiting sexual minority youth for a drug abuse prevention trial: Comparing Instagram and Facebook.

作者信息

Schwinn Traci M, Weisblum Margaret, Trussell Emma, Yamshon Rachel, Sheira Dina

机构信息

Columbia University School of Social Work, 1255 Amsterdam Ave, New York, USA.

出版信息

Contemp Clin Trials. 2025 Jan;148:107772. doi: 10.1016/j.cct.2024.107772. Epub 2024 Dec 2.

DOI:10.1016/j.cct.2024.107772

PMID:39631535

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC11706043/

Abstract

BACKGROUND

Despite youth's shift from Facebook to Instagram, the literature on how to use Instagram to recruit youth for clinical trials is scant. This paper reports procedures and comparative metrics on the use of Facebook and Instagram to recruit a nationwide sample (N = 1216) of LGBQ youth, aged 15 and 16 years, for an online drug abuse prevention trial.

METHODS

Our recruitment campaign used ads on Facebook and promoted posts on Instagram. Ads and posts shared common images, headlines, and captions. Ads and posts directed youth to a study recruitment website for informed consent and enrollment procedures.

RESULTS

Our campaign ran for 48 non-consecutive days, yielded N = 1216 participants, had a total cost of $25,400.31, and an average cost per participant of $20.89. Facebook ads and Instagram promoted posts ran for a similar number of days. However, compared to Instagram, Facebook ads cost more than twice as much (115 %), had 51 % fewer clicks, and had an average cost-per-click that was 338 % higher. Furthermore, despite being shown to users more than 4 times as often and garnering more than twice as many unique views, Facebook ads had a click-through-rate that was 90 % lower than Instagram promoted posts.

CONCLUSION

Instagram promoted posts outperformed ads on Facebook by driving more potential participants to the study recruitment website and for less money.

摘要

背景

尽管年轻人从脸书转向了照片墙，但关于如何利用照片墙招募年轻人参与临床试验的文献却很少。本文报告了利用脸书和照片墙招募15至16岁的全国性样本（N = 1216）的 LGBTQ 青年参与在线药物滥用预防试验的程序和比较指标。

方法

我们的招募活动在脸书上投放广告，并在照片墙上推广帖子。广告和帖子共享共同的图片、标题和说明文字。广告和帖子引导年轻人前往一个研究招募网站进行知情同意和注册程序。

结果

我们的活动持续了48个非连续日，招募了N = 1216名参与者，总成本为25,400.31美元，每位参与者的平均成本为20.89美元。脸书广告和照片墙推广帖子的投放天数相近。然而，与照片墙相比，脸书广告的成本高出两倍多（115%），点击量少51%，平均每次点击成本高出338%。此外，尽管脸书广告向用户展示的次数是照片墙推广帖子的4倍多，获得的独立浏览量也多出两倍多，但脸书广告的点击率比照片墙推广帖子低90%。