We assess the effectiveness of paid ads on social media platforms as a research recruitment tool with Latino men who have sex with men (LMSM). We deployed four paid ad campaigns July–September 2022 in English and Spanish on Meta and Grindr featuring happy or risqué images of LMSM, documenting engagement and cost metrics. The four campaigns generated a total of 1,893,738 impressions and 1078 clicks (0.057 click-through rate) with a total cost of $7,989.39. Of the 58 people who accessed the study screener, 31 completed it (53.4%), 13 were eligible (22.4%), but none enrolled. Comparing platforms, Meta had higher engagement metrics than Grindr, while Grindr had higher proportions of those who completed the screener (57.9%) and were eligible (26.3%) than Meta (52.6% and 21.0%, respectively). Challenges to using paid ads as an LMSM recruitment tool included intersecting pandemics (Mpox, COVID-19), and limited connection between platforms and staff for study enrollment.

我们评估了社交媒体平台上付费广告作为研究招聘工具针对拉丁裔男男性行为者 (LMSM) 的有效性。 2022 年 7 月至 9 月，我们在 Meta 和 Grindr 上以英语和西班牙语部署了四个付费广告活动，以 LMSM 的快乐或下流图像为特色，记录参与度和成本指标。这四个广告活动总共产生了 1,893,738 次展示和 1078 次点击（0.057 点击率），总成本为 7,989.39 美元。在访问研究筛查的 58 人中，31 人完成了该研究（53.4%），13 人符合资格（22.4%），但没有人注册。比较平台时，Meta 的参与度指标高于 Grindr，而 Grindr 完成筛选的比例 (57.9%) 和符合资格的比例 (26.3%) 高于 Meta（分别为 52.6% 和 21.0%）。使用付费广告作为 LMSM 招聘工具的挑战包括交叉流行病（Mpox、COVID-19）以及平台与学习招生人员之间的有限联系。