Ad images in social media survey recruitment: what they see is what we get

The use of social media platforms, particularly Facebook, for online survey recruitment has grown substantially. This study examines how different advertising images affect recruitment effectiveness, self-selection biases, and cost-efficiency. The study utilized a web survey experiment conducted in the U.S. and Germany in 2023 to collect data on respondents’ attitudes toward immigration and climate change. Results show that strongly topic-related ads generate more completed surveys and lower costs per response, highlighting the effectiveness of thematic presentation. However, ad content affects demographic composition, introducing potential sample biases. Additionally, strongly topic-related ads attract individuals with strong opinions, resulting in samples with more extreme viewpoints. These findings emphasize the need for careful ad design to balance recruitment effectiveness and minimize bias in Facebook-based surveys.

doi: 10.1080/13645579.2025.2597303