Can a Targeted Social Media Campaign Increase Reach of, and Engagement With, Heart Failure Self-Management Resources in Culturally and Linguistically Diverse Communities in Victoria, Australia? An Evaluation Including Cost

Aim 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.Methods 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.Results 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).Conclusion 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.

Automated summary

This study investigates the effectiveness of a targeted social media campaign, using translated video animations, in promoting heart failure self-management educational resources among culturally and linguistically diverse communities in Victoria, Australia. The results show that the translated campaign had a significantly higher reach, initial views, and click-through rates compared to the English campaign. However, it also had fewer views of at least half of the video and higher costs-per-click.