Assessing the effectiveness of online Facebook campaigns targeting potential irregular migrants: A pilot study in three West African countries

Studies have shown that many irregular migrants embark on journeys without accurate or complete information about migration. In response to this, IOM and other organizations run information campaigns intended to educate potential migrants of the dangers associated with irregular migration and to facilitate sound decision-making. The use of online social media platforms for these campaigns has become increasingly popular in recent years, due to their potential to reach millions of people quickly and at low cost. This report presents results from a pilot impact assessment of an online campaign based on Facebook posts in September 2019 and February 2020.  The IOM Global Migration Data Analysis Centre reviewed Internet access and speed and conducted two phases of Facebook advertisement split tests, also known as A/B tests, targeting potential migrants in three West African countries of origin (Guinea, Nigeria and Senegal).

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