Social media split testing and message framing: Emerging capacities to encourage residential water conservation

Abstract

Water conservation in residential landscapes remains essential to mitigate projected global water shortages. Social media has seldom been used to drive engagement in conservation and may be an important channel for environmental change agents to communicate to clientele and promote behavior changes. We tested messages framed with real conservation facts and narrative quotes using the split testing technique. Data were collected in real-time on Facebook and Instagram on users’ engagement with water conservation messages/ads and visits to a website to learn more. We found users are more likely to engage with relatable messages containing impressive numbers and perceived measurable benefits.

Additional information

Funding

Support for this research was provided by the USDA National Institute of Food and Agriculture, Hatch project under accession number 1018367, and the Center for Landscape Conservation and Ecology. Statistical analysis consulting was provided by James Colee of the IFAS Statistical Consulting Unit.