This research article presents a comparative analysis of two modalities for sexual and reproductive health (SRH) promotion among Nigerian youth: social media influencers (SMIs) and community health workers (CHWs). It addresses persistently high rates of adolescent HIV, unintended pregnancies, and sexually transmitted infections, and the need for effective, scalable communication strategies. A sequential mixed-methods study was conducted. Quantitatively, engagement metrics (reach, impressions, engagement rate) were analysed from 12 SMI-led campaigns across four platforms (2021-2024). Qualitatively, 24 focus group discussions with youths and 30 in-depth interviews with CHWs were conducted in Lagos and Kano states (2023-2024). Thematic analysis was applied to qualitative data, with triangulation strengthening validity. Ethical approval was obtained from the National Health Research Ethics Committee of Nigeria (NHREC/2022/15). Findings indicate a significant divergence in reach and perceived credibility. SMIs achieved substantial digital reach and normalised SRH discourse, yet their messaging was sometimes perceived as superficial. CHWs provided deeply trusted, contextually nuanced counselling and facilitated clinical referrals, but their reach was geographically limited. The study concludes that a synergistic model is imperative. It proposes a collaborative framework whereby CHWs' expertise informs evidence-based content for SMIs, thus amplifying credible SRH information across both digital and community spheres. This integrated approach offers direct implications for public health strategy, advocating for policy that fosters partnerships between the health sector and digital creators to optimise youth SRH outcomes.
Adeyemi et al. (Mon,) studied this question.
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