Increasing Social Media Engagement: Statement vs. question research

Save the Children’s Center for Utilizing Behavioral Insights for Children (CUBIC) partnered with 16 country offices to conduct research to determine whether social media users are more likely to engage with advertisements phrased as questions or statements. By understanding how to communicate more effectively with the public, we hope to help Save the Children offices create more engaging public campaigns, reach a wider audience with their projects, and ultimately have a greater impact on the families we serve. This brief summarizes the results of our research with the 16 countries.