Promoting small-scale maple syrup production on Facebook: A field experiment testing emphasis message frames

Tapping maple trees to produce maple syrup offers many benefits for producers. Since potential pro­ducers likely value some of these benefits more than others, communicators seeking to encourage more people to begin maple syrup production should use messaging that emphasizes the benefits that best resonate with potential producers. To test this strategy, known as emphasis message framing, we ran Facebook advertisements aimed at people liv­ing in Wisconsin, the fourth-leading U.S. state in annual maple syrup production, to test four mes­sage frames: building community, achieving food self-sufficiency, engaging in the lifestyle of working the land, and spending time in nature. Overall, the frame of working the land was the most effective in terms of link clicks and post reactions. However, among people ages 55+, who were more likely than younger Facebook users to engage with our adver­tisements, the food self-sufficiency frame received the most clicks while the nature frame received the most post reactions. In all age groups, women were more likely to click on our ads than men. These findings can be applied to future efforts to grow the number of small-scale maple syrup producers in Wisconsin and beyond. Additionally, our results underscore the importance of establishing a clear goal and segmenting audiences when designing social media campaigns. Our methods can serve as a blueprint for anyone seeking to empirically test the effectiveness of different message frames in public outreach related to agriculture or food systems.