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Research Case Study

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

December 20, 2021 | Media and Technology

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. 

 

TEAM MEMBERS

  • Sarah Mohamad
    Author
    KQED, Inc.
  • 2013 05 23 Sue Ellen
    Principal Investigator
    KQED, Inc.
  • Sevda Eris
    Co-Principal Investigator
    KQED, Inc.
  • REVISE logo
    Co-Principal Investigator
    Texas Tech University, College of Media and Communication
  • Citation

    Funders

    NSF
    Funding Program: AISL
    Award Number: 2028469
    Funding Amount: $102,142
    Resource Type: Research
    Discipline: Health and medicine
    Audience: Adults | Administration/Leadership/Policymakers | General Public | Museum/ISE Professionals | Scientists
    Environment Type: Media and Technology | Websites, Mobile Apps, and Online Media

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