Over the past decade, internet access in low- and middle-income countries has surged, with 62% of the population online by 2022 (The World Bank). This growing connectivity has led governments, researchers, and development organizations to turn to social media for spreading important health messages. However, social media algorithms tend to prioritize the most active users, making it unclear whether campaigns reach and impact those who need them most—such as individuals at high risk of contracting malaria.