Impact of Facebook Ads for Sexual Health Promotion Via an Educational Web App: A Case Study

Background: The authors present a case study of a public health campaign, including social media, and aiming at maximizing the use of web app on sexual health. Objective: To analyze the impact of a Facebook fan page, Facebook advertisements, and posters to maximize the number of visits to the educational web app. Methods: The campaign is assessed for 1 year, using data tracked through Facebook statistics and Google Analytics. Results: The site had 3670 visits (10.1 visitors/day, 95%CI 8.7-11.4). During the one-month Facebook Ads campaign, the site received 1263 visits (42.1 visitors/day, 95%CI 37.3-46.9), multiplying by over four the average number of visitors/day. 34.4% of all the participants were recruited during the one-month Facebook ads campaign. Conclusions: Facebook advertisements seem to be a good tool to promote an educational web app on sexual health targeting youth, and to reach a huge number of users rapidly and at a low cost.