This study highlights the importance of effective social media communication in public health, particularly for engaging younger audiences during crises like COVID-19. By co-designing a communication framework with input from young people and health professionals, five key recommendations emerged: involve youth, tailor messages appropriately, attract attention quickly, adopt contemporary marketing strategies, and enhance public engagement. Despite challenges such as time constraints during emergencies, these strategies are deemed feasible if integrated into routine practices, enabling health agencies to better communicate critical information to younger populations in a timely manner.
The main barrier in emergency contexts was time constraints, but the recommendations were considered feasible if embedded in business-as-usual processes prior to the emergency.
Involving young people in the co-design of health communication strategies ensures that their perspectives are prioritized, leading to more relevant messaging that resonates.
Five key recommendations for effective health messaging on social media include engaging youth directly, utilizing current marketing techniques, and ensuring rapid attention capture.
Improving public health agency use of social media is critical to reaching young populations effectively, particularly in times of health emergencies.
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