ESRA 2025 Program
Get the ESRA 2025 App on iOS or Android:
All time references are in CEST
Papers
Strategies for social media advertising: insights from a non-probability online survey series
Ms Eszter Sandor (Eurofound) - Presenting Author
Mr Michele Consolini (Eurofound)
Eurofound launched a non-probability online survey in March 2020 aiming at measuring the quality of life and work during the early pandemic (Living, working and COVID-19) with a quick turnaround time. The survey was promoted on Meta platforms via a conversion campaign, using COVID-19-related pictures and messages. The survey was repeated four times during the pandemic, and a panel of regular respondents was also established. In spring 2023, a sixth wave was launched, with the pandemic no longer in focus, titled Living and working in the EU. Pixel technology was abandoned due to potential data protection issues, and a traffic campaign was implemented. Instead of pandemic-related imagery, advertisement pictures and messages were tailored to the main contents of the survey. Response to the survey was much lower among social media respondents.
To address this issue, in spring 2024 (wave 7), Eurofound implemented a new advertising strategy, based on advice from previous research on social media advertising. Advertisement sets (assets) were developed for four distinct topics, each with a salient and non-salient image and message combination, as well as a final neutral and general advertisement, so altogether nine assets were launched. Advertisements were placed on the Meta Newsfeed only instead of automatic placement, only static images were used, and ads were placed on an additional platform (LinkedIn).
This presentation compares the sample size and composition achieved in the 7th wave with previous waves, and the number and types of respondents reached by each of the nine advertisements and the two social media platforms.
