Imagine you’re worried about vaccinating your baby. A message on Facebook tells you: “Protect the community and your kids by booking their vaccinations today.” Another asks: “Do you know all the effects of childhood vaccinations on your babies?”

Both link to the same reliable vaccination information. But in our recently published research, the second message was about 52% more likely to be clicked on.

We wanted to test whether changing the way that factual information is presented online could help it reach audiences who might otherwise overlook it. Our findings suggest the wording matters, even when the information itself stays the same.

What is misinformation?

Misinformation can appear in everyday discussions on social media, including conversations about childhood vaccination. In the Australian Facebook communities we studied, these discussions often connected with personal concerns about protecting children.

Misinformation means false information shared without an intention to cause harm. Disinformation is false information deliberately created and shared.

However, false claims are only part of the problem. Our earlier research found far-right users also shared articles from moderate news sources. They selected a narrow range of topics that fit their world views, meaning even mostly accurate news articles could reinforce those views.

Not only does this make it harder to get reliable information to people,........

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