Development of a Social Media Campaign Promoting Pre-Exposure Prophylaxis for Young Black and Latino Men Who Have Sex with Men: Focus Group Findings from the Social Media and Sexual Health Campaign.

Abstract

Purpose: The Social Media and Sexual Health (SMASH) campaign, a multi-component study, aimed to address disparities in pre-exposure prophylaxis (PrEP) use among young Black and Latino men, ages 18-29, who have sex with men (YBLMSM) by using social media influencers and short videos to promote awareness and uptake. To inform the campaign's content and strategy, we conducted focus groups to explore YBLMSM's social media behaviors and perceptions of social influencers as PrEP messengers, including preferences for content, messaging, length, selection of appropriate influencers, and delivery methods that resonated with the target audience, and aligned with the SMASH campaign's goals. Methods: Between January and March 2021, we conducted five virtual focus groups with 22 YBLMSM to identify their preferred social media platforms, how they engage with social media, and their views on the potential of influencers to be effective PrEP messengers. Focus groups were audio-recorded, transcribed, and analyzed using template analysis. Results: Instagram was the most frequently used platform, considered a "jack-of-all-trades," while Facebook was viewed as outdated, and TikTok as catering to a younger audience. Participants emphasized several key factors for effective messaging: (1) authenticity, (2) lived experience, (3) targeted marketing versus broad reach, (4) sex positivity, and (5) balance of humor with seriousness. Conclusions: These findings shaped the casting and content creation for the SMASH campaign, providing valuable guidance for health promotion initiatives aimed at engaging YBLMSM with PrEP through social media.