The Ad Is Less Effective at Motivating Social Media Sharing

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5 quotes
Although the advertisement elicits discussion among viewers, it is less effective at motivating viewers to share it on social media. The lower endorsement for social media sharing indicates an area for improvement if broader digital engagement is a desired outcome.

Facets

These facets are broadly related to the theme.

Answers for the multiple choice question: “After watching this BBC advertisement how has it influenced your behavior or opinions towards the BBC? Will it trigger you to do any of the following? You can select several options. Please explain your answer.”

Found in 81 of 81 interviews · 126 mentions

Quotes

Open quote details
Rik K.

“I think I would discuss the the opening half of the ad with friends. I don't think I would share it on social media like Facebook and Twitter. I don't really share things like that on on social media. But I would certainly share it directly with friends in a message. We would probably talk about the the the sort of societal issues around online manipulation, you know, the stuff that Donald Trump and Nigel Farage and Elon Musk are saying, like, the horrible things they're doing. What we can do is as individuals to sort of counter that, some of the stuff that was covered earlier on in the advert.”

Open quote details
Henry S.

“I don't tend to use social media. However, if I was to talk about it with friends, I would probably focus on the way it was put together and the way it was filmed as I felt that really connected with me personally.”

Open quote details
Muhammad K.

“Yes. You know, if this, ad did come online, I would be sharing it, with my friends, you know, just so they are aware of this issue as well.”

Open quote details
Lianna H.

“Yes. More because I'd be, like, wondering if anyone else would wanna watch it, just because I find the subject matter interesting. So yeah.”