Our Platforms
Instagram: Home to many Gen Z and young audiences, Instagram is a great tool to push any social campaign. With its functional advertising opportunities, various forms of content, and instrumental business analytical tools, Instagram is a great place to share our message.
Twitter (X): As we target people involved in politics, we flock to the most politically active social media: Twitter. Since Elon Musk removed many filters on the app, people of all sorts of political backgrounds spread hostile, harsh, violent, or even just false news. Targeting young audiences active on Twitter is essential to help remedy the issue. Furthermore, hashtags spread fast on Twitter. With hashtags being the main form of trending content circulation, our hashtag can increase on the app.
#BreaktheScroll in Schools
We focus on in-person and online fact-checking courses designed for high school students aged 13-18 to further our outreach into communities.
1,000 high school students attended fact-checking workshops, with an additional 500 completing online fact-checking courses. Collaborations with local schools and popular influencers resulted in a further 100,000 impressions and increased engagement with campaign content. Follow-up surveys conducted six months after the school campigns indicated a 20% reduction in doomscrolling behavior among participating high school students and increased awareness and adoption of fact-checking practices.
Our Reach
During the first month of the campaign, the campaign posts reached 500,000 people on Instagram and Twitter.
During the same period, campaign posts received 20,000 likes, 5,000 comments, and 10,000 shares/retweets.
For three months, the #breakthescroll hashtag was used in 50,000 posts on Instagram and Twitter combined, showing a steady increase in usage.
The campaign achieved an average click-through rate (CTR) of 5%, with an average time spent on content of 2 minutes per user.
Sentiment analysis revealed that 70% of mentions related to the campaign were positive, indicating strong resonance with the target audience. Analysis of audience demographics showed that 60% of engagements came from users aged 13-18 and identified as male, with the majority located in urban areas.