Abstract
Social media campaigns provide broad-reach and convenience for promoting freely-available health programs. However, their effectiveness and subsequent engagement of new users is unknown. This study aimed to assess the reach and new member registration rates resulting from a dedicated 10,000 Steps social media campaign (SMC) and to compare program engagement and time to non-usage attrition of new users from the SMC with other users. SMC reach (using Facebook, Instagram, and display advertisements engagement metrics), new-user numbers, engagement (usage of the website and its features), and time to non-usage attrition were assessed using generalized linear regression, binary logistic regression, and Cox proportion hazards regression models. During the SMC, Instagram and display advertisement impressions, Facebook reach and new daily registrations were significantly higher compared with six weeks and one year prior. There were no between-group differences in the average usage of most website/program features. Risk of non-usage attrition was higher among new users from the SMC than new users from one year prior. The SMC was effective in promoting awareness of the 10,000 Steps program. Further research to identify long-term engagement strategies and the most effective combination of social media platforms for promotion of, and recruitment to, health programs is warranted.
Highlights
IntroductionInsufficient physical activity is the fourth leading risk factor for mortality worldwide [1], with
Insufficient physical activity is the fourth leading risk factor for mortality worldwide [1], with23.8% of the global population being physically inactive [2]
A total of 1242 new Queensland users registered with the 10,000 Steps program during the social media campaign period, 210 new Queensland users registered during the six weeks prior to the social media campaign, and 415 new Queensland users registered during the same time the year prior (Tables 1 and 2)
Summary
Insufficient physical activity is the fourth leading risk factor for mortality worldwide [1], with. 23.8% of the global population being physically inactive [2]. Effective, broad-reaching and cost-efficient programs to promote physical activity are required. With internet access widely available (86% of Australian households are connected, and 56% of the global population are active internet users) [3,4], internet-delivered programs provide broad reach and produce positive changes in physical activity [5]. The 10,000 Steps program is a free, publicly available, internet-delivered program to promote physical activity, which began in 2001 [6] and, as of December 2019, had over 425,000 users. Res. Public Health 2019, 16, 5076; doi:10.3390/ijerph16245076 www.mdpi.com/journal/ijerph
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