Enhancing trial recruitment through a social media influencer campaign in the MeMaF study: a mixed methods approach

OBJECTIVES: Recruitment remains a major challenge in clinical research, particularly among young populations. This study evaluated the effectiveness of a paid social media influencer campaign as a recruitment strategy for the MeMaF study (Menstrual Health and Hybrid Care Model for All Young Females), which targets young women with severe menstrual pain in Germany. STUDY DESIGN AND SETTING: This mixed methods study was nested within the MeMaF single-arm trial. Recruitment data were collected via the study app, and three recruitment periods were defined retrospectively: (1) basic recruitment period (March 8, 2024-January 8, 2025), (2) social media influencer campaign (January 9-31, 2025), and (3) post-campaign period (February 1-28, 2025). Quantitative analyses included descriptive statistics of daily enrollments, app downloads, and download-to-enrollment ratios across the three recruitment periods. Qualitative data consisted of anonymized social media comments from Instagram and TikTok related to the influencer postings. A thematic content analysis was conducted using MAXQDA, supported by large language models integrated into the software. RESULTS: Over the entire recruitment period, 3,496 participants were enrolled, thereby meeting the recruitment goal. The mean daily enrollment rate during the social media influencer campaign (45.5 participants/day) was six times higher than during the basic recruitment period (6.8 participants/day) and remained elevated in the post-campaign period (13.4 participants/day). Posts from six female influencers accumulated 2.8 million views and 114,600 likes on Instagram, and 865,000 views and 100,000 likes on TikTok. Qualitative analysis of 501 comments revealed strong audience engagement, including discussion of the study's inclusion criteria, often expressing criticism of eligibility restrictions alongside appreciation for the study initiative. Comment sections also evolved into a space for sharing personal experiences with menstrual pain and healthcare access. CONCLUSION: A paid influencer campaign can substantially enhance study recruitment among young populations. Collaboration with influencers represents a feasible and effective strategy to broaden reach, strengthen engagement, and complement traditional recruitment methods. Future studies should evaluate cost-effectiveness and transferability to other populations and platforms.