Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking.

Communicating information about health risks empowers individuals to make informed decisions. To identify effective communication strategies, we manipulated the specificity, self-relevance, and emotional framing of messages designed to motivate information seeking about COVID-19 exposure risk. In Study 1 (N = 221,829), we conducted a large-scale social media field study. Using Facebook advertisements, we targeted users by age and political attitudes. Episodic specificity drove engagement: Advertisements that contextualized risk in specific scenarios produced the highest click-through rates, across all demographic groups. In Study 2, we replicated and extended our findings in an online experiment (N = 4,233). Message specificity (but not self-relevance or emotional valence) drove interest in learning about COVID-19 risks. Across both studies, we found that older adults and liberals were more interested in learning about COVID-19 risks. However, message specificity increased engagement across demographic groups. Overall, evoking specific scenarios motivated information seeking about COVID-19, facilitating risk communication to a broad audience. General Audience Summary: Throughout the COVID-19 pandemic, individuals have weighed risks and benefits when making choices about everyday activities. Learning about the current local risk of COVID-19 exposure is important for making informed decisions. Social media can be a platform for rapidly disseminating health information, but it can also contribute to misinformation and confirmation bias. Here, we tested strategies for risk communication on social media, targeting users by age and political attitudes. In Study 1, we used Facebook advertisements to motivate users to learn about COVID-19 exposure risk. Users who clicked on an ad were directed to interactive risk assessment tools on a public website. We varied the specificity of the advertisements by describing national ("in the United States"), local ("in your area"), or scenario ("at your favorite restaurant") risks. We also manipulated emotional valence by using positive ("stay safe and healthy") or negative ("avoid danger and illness") language. Specificity drove engagement: In all demographic groups, users were the most likely to click on scenario ads. In Study 2, we replicated and extended our findings in a sample of paid participants. In addition to varying the specificity and valence of the ads, we manipulated self-relevance (e.g., "a restaurant" vs. "your favorite restaurant") and tested an alternative scenario (grocery store instead of restaurant). Consistent with Study 1, specificity (but not valence or self-relevance) drove interest in learning about COVID-19 risk. In both studies, we also found that older adults and liberals were more interested in COVID-19 information, whereas conservatives were less engaged and more likely to feel angry or disgusted. However, scenario ads reliably increased engagement across demographic groups. Overall, we found that evoking specific scenarios motivated information seeking about COVID-19 risks. Health messages with improved specificity can be readily disseminated on social media, reaching a broad audience to support public health goals. [ABSTRACT FROM AUTHOR]