Promoting Sexual Health Through Facebook Advertising: Seizing New Opportunities to Reach Sexually Active Youth and Young Adults

Background: Youth account for half of all new sexually transmitted infections in the United States (U.S.), though they represent only one-quarter of the sexually experienced population. Seventy-three percent of U.S. teens use social networking sites, of which Facebook is the most popular.  To extend sexual-health promotion messages, CDC has begun engaging Facebook users through dedicated Facebook pages. However, more proactive outreach/marketing efforts are needed. 

Objectives: CDC sought to increase consumer awareness of its sexual health efforts; drive users to and grow the fan-base of its sexual health (CDC and GYT: Get Yourself Tested) Facebook pages, and recruit “youth ambassadors” using paid Facebook advertisements.   

Methods:  Two ad campaigns targeting 15–25 year olds, with special outreach to minority youth, ran in April/May 2011. One two-week campaign ($4,200) promoted a sexual-health tab on CDC’s Facebook page.  The second, month-long campaign ($15,000) promoted GYT‘s Facebook page/programming.  Ad content was developed based on subject-matter expertise, past experience with Facebook ads, and audience-tested language. Both efforts leveraged optimization techniques to increase ad performance throughout the campaign.

Results: The CDC campaign yielded 26 million impressions, 6,170 clicks and 1,899 new fans.    The sexual health tab received 7,099 views and 254 click-throughs to content.   The GYT campaign increased GYT’s Facebook fans by 181%, driving 37,079,892 impressions and 8,603 new fans.  Content promoting MTV programming and celebrities were most effective; younger users (15-17yrs) were most likely to engage with the ads.

Conclusions: Facebook ads can offer an effective way to increase sexual-health campaign awareness, online fans, and youth engagement, if strategically implemented and targeted.

Implications for Programs, Policy, and Research: Sexual-health promotion efforts can benefit from Facebook advertising. Strategically developed, audience-centered, optimized ad campaigns that build on lessons learned will be most effective.