(This study was conducted in partnership with One Minus Beta.)

Summary

A longitudinal study that exposed participants to a variety of pro-clean energy videos on social media over the course of three months significantly increased perceptions that clean energy improves the local economy and reduces energy costs. However, this result largely decayed after a month of no exposure, indicating that persistent exposure to messaging is needed, particularly for conservative audiences. 

Study Design

In February and March 2024, participants responded to ads on Meta to take a pre-survey. Individuals who self-identified as moderate, somewhat conservative, or very conservative were randomly assigned to a treatment (2,030 participants) or control (2,056) condition. 

Between April and June 2024, participants in the treatment condition received ads promoting clean energy for a total of 225,000 impressions and over 115,000 video plays. Average views per user ranged from 1-5 views per week. 

One Minus Beta then collected 1,000 surveys in June 2024 as well as a follow-up decay survey in August 2024 after one month of no treatment.

Key Findings

• This study replicated previous findings that short videos can increase support for solar and wind energy. There was an 8% increase in persuasion that clean energy improves the local economy. This persuasion effect is slightly less than previous panel-based studies that have an average persuasion effect of 13%, which is expected given this study was conducted natively across social media, not via a panel.

• Persuasion was particularly effective for self-identified moderates compared to somewhat conservative or conservative participants. Moderates supported expanding clean energy by an additional 22% compared to the control group.

• Persuasion was also particularly effective for people who did not support expanding clean energy in the pre-survey. Support for expanding clean energy increased by 19% for those who did not support it in the pre-survey (opposed or neutral).

• One month later, persuasion towards clean energy persisted only among people who were neutral in the pre-survey. All other effects had decayed away, demonstrating that continued, long-term exposure to messages is needed for persuasion to persist.