In an era where digital presence is paramount, effectively engaging young audiences aged 12-25 through paid social media advertising presents both opportunities and challenges. This presentation explores strategies for maximizing engagement within this demographic while operating under a constrained budget, with an average ad spend of $1000 per month.
Using paid social media as a key strategy to increase youth awareness of the rightbyyou.org.au website, we examine the efficacy of various platforms, including Instagram, TikTok, and Snapchat, in reaching and resonating with young users. We share insights gained from co-designing content with young people and identify the most effective platforms for driving traffic to the website, which focuses on supporting a friend online. In the first 18 months since its launch, rightbyyou.org.au has received 60,000 individual visitors, with over 90% coming from social media.
A recent study by ReachOut found that 57% of young people reported spending time on digital platforms or social media to cope with various concerns and worries in their lives. Young people are seeking advice and support online, allowing health services to reach them through engaging content tailored for specific platforms.