Asking questions works better than statements to share health facts online
Australian research shows messages phrased as questions get about 52% more clicks than neutral wording.
A study of Australian Facebook communities found that phrasing health information differently changes who clicks. Researchers tested ads about childhood vaccination and education with identical links.
Familiar language inspired roughly five times more clicks than neutral wording for education ads; the vaccination boost was smaller but significant. Ads used personal, caring language drawn from anti-vaccination communities.
Messages sounding like a concerned friend performed best. Public health teams could reach hesitant audiences by reflecting their language.
- about 52 per cent
- Click increase for questions
- roughly five times
- Education ads boost
- Australian Facebook communities
- Research location
Why it mattersIf health campaigns reach people by speaking their language, fewer will fall for false claims. True information gets people's attention first.
AustraliaAustralian public health teams could use this approach to boost vaccination rates and counter misinformation on local Facebook communities.
✓ Claims checked against the source and corrected before publish. checked 2 d ago
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