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The unique nature of social media can impede conventional approaches to assessing program impact

• Exposure to social media content is highly self-selective.
• The rapid flow of social media information across browser screens can reduce the accuracy of exposure recall.

Previous assessment efforts examined basic process characteristics

• Virtually all of the reviewed CVE evaluations focused on analysis of reach, views, and engagement.
• The field is still immature; very few systematic evaluations are published, most of which are brief case-study analyses.

The Redirect Method campaign targets violent extremist content

• The campaign consisted of two separate arms, one focused on targeting violent jihadist extremists and the other targeting violent far-right extremists.
• The primary goal of the intervention was to "prevent unobstructed access to extremist content."

Analysis of the results of the Redirect Method campaign focused on impression shares, clicks, click-through rates, and video watch statistics

• The violent far-right campaign achieved a much higher number of total impressions, which likely indicates that, in the United States, the number of violent far-right sympathizers is larger than the number of violent jihadist extremist sympathizers.
• Results for impression shares varied significantly between the two campaigns, with the violent jihadist campaign achieving more than 90-percent impression shares, compared with 51.23 percent for the violent far right campaign.