The Impact of Autonomy in Social Media Campaigns on Clinical Trial Participation

Recent research from the University of Nebraska–Lincoln highlights the critical role of autonomy-supportive messaging in social media videos aimed at recruiting participants for clinical trials. Clinical trials are essential for advancing medical research, but recruiting enough volunteers remains a significant challenge due to factors such as time constraints, safety concerns, and lack of awareness.

Social media, particularly short-form videos, has become a powerful tool to enhance knowledge and encourage participation. Ciera Kirkpatrick, an assistant professor of advertising and public relations, states that her latest research demonstrates that messages which empower viewers by giving them a sense of control are more effective. These autonomy-supportive messages—those that respect an individual's ability to make choices—are rated higher in engagement and foster more positive attitudes towards trial participation.

In the study, over 600 participants evaluated 18 videos recreated by scientists recruiting for trials. The findings revealed that videos combining autonomy-supportive messaging with personal stories, or exemplars, resulted in the least negative emotional reactions and the most favorable views on participation. Conversely, videos lacking autonomy support but featuring personal stories elicited higher negative emotions.

Kirkpatrick emphasizes that framing messages to highlight choice rather than pressure can significantly influence perceptions of clinical trials. This approach not only reduces psychological reactance but also boosts engagement—key for social media algorithms that rely on likes, shares, and comments to expand reach.

Furthermore, the research shows that adjusting messaging to endorse individual agency can improve attitudes and potentially increase enrollment in clinical studies. This insight is particularly valuable for health professionals using platforms like TikTok and other social media to communicate about clinical trials.

Overall, adopting autonomy-supportive strategies in social media outreach can make a meaningful difference in clinical trial recruitment efforts, ultimately helping translate scientific advancements into clinical practice more efficiently.

Source: https://medicalxpress.com/news/2025-05-importance-autonomy-social-media-clinical.html