Title: Recruiting Participants through Social Media 2

Use media engaging to your target audience.

Not all youth will react to the same media. This video worked great with younger women (ages 14 to 17) but failed completely with older adolescents (18 to 20 years old).

Test multiple social media platforms.

Youth react to ads differently depending on the social media channel. For example, we found Instagram to be more successful with youth than Facebook and Twitter. Just because they use a platform doesn’t mean they will click on an ad.

Select your graphic display strategically.

Facebook allows for one single graphic, carrousel-style display, or video ads. For simple messages, consider a single graphic ad—these ads often achieve more impressions per dollar spent. Use carrousel style ads when you have a larger budget and want to sell multiple products or tell a story over multiple images.