Relative effectiveness of social media, dating apps, and informational search sites in promoting Human Immunodeficiency Virus self-testing (Preprint)

Abstract

Social media sites, dating applications (apps), and informational search sites have been used to reach individuals put at-risk for Human Immunodeficiency Virus (HIV) infection. However, it is not clear which type of site is the most efficient in promoting home HIV self-testing, given that the users of various platforms may have different characteristics that impact their readiness for HIV testing.

Compare the relative effectiveness of three web-based platform types: social media sites, dating apps, and informational search sites in promoting HIV self-testing among minority men who have sex with men (MSM) put at increased risk of HIV infection. In addition, we assessed differences in characteristics between participants who engaged and did not engage in HIV testing.

Culturally appropriate advertisements were placed on popular sites of three different platforms: social media (Facebook, Instagram, and Twitter), dating apps (Grindr, Jack’d, and Hornet), and informational search sites (Google, Yahoo, and Bing). Advertisements targeted young (18-30 years old) and minority (Black and/or Latinx) MSM at risk of HIV exposure. Recruitment occurred in 3 waves, with each wave running advertisements on 1 site on each platform type over the same period. Participants completed a baseline survey assessing sexual or injection use behavior, substance use including alcohol, psychological readiness to test, attitudes toward HIV testing and treatment, and HIV-related stigma. Participants received an electronic code to order a free home-based HIV self-test kit. Follow-up assessments were conducted to assess HIV self-test kit use and uptake of Pre-Exposure Prophylaxis (PrEP) at 14- and 60-days post enrollment.

In all, 271 participants were enrolled. Two-hundred and fifty-four participants were included in the final analysis. Among those 254, 177 (69.7%) ordered a home HIV self-test kit. Most of the self-test kits were ordered by participants enrolled from dating apps. Due to waves with low enrollment, between wave statistical comparisons were not feasible. Within wave comparison showed that Jack’d showed higher order rates (3.29 kits/day), compared to Instagram (0.34 kits/day), and Bing (0 kits/day). There was no association between self-test kit ordering and HIV-related stigma, perceptions about HIV testing and treatment, or mistrust of medical organizations.

Our findings show that use of popular dating apps might be an efficient way to promote HIV self-testing.

This study was reviewed and approved by the University of California, Los Angeles, Institutional Review Board (IRB# 18-001580). The study was registered on ClinicalTrials.gov (NCT04155502) and on International Registered Report Identifier (IRRID): DERR1-10.2196/20417.

RR2-10.2196/20417