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Although social media is widely used in plastic surgery, differences in content and posting patterns across practice settings are poorly understood. This study characterized Ontario plastic surgeons Instagram posting patterns and audience engagement by practice setting. This observational cross-sectional study analysed publicly accessible professional Instagram profiles of registered academic, community, or mixed practice plastic surgeons in Ontario. Up to 30 posts (posted on or after January 1, 2020) per account were coded by content type and clinical domain. Chi-square, Kruskal-Wallis, and analysis of variance tests were used to evaluate the association between surgeon characteristics, posting patterns, and engagement rates. Eighty-six of 261 (33%) plastic surgeons had professional Instagram profiles, yielding 2032 posts. Pre-/post-procedure results (32%) and facial aesthetics (20%) were the most represented content type and domain, respectively. Academic surgeons posted significantly more announcements, research, and reconstructive content (P < .001), while community surgeons posted significantly more advertising/promotional (P = .02) and facial aesthetics (P < .001) content. Engagement rates were highest for academic surgeons, personal posts, and craniofacial content, with significant differences among practice types, content categories, and domains (P < .001). Instagram use among plastic surgeons varies substantially by practice setting. Cosmetic content dominates posting volume, whereas reconstructive and academic content, despite higher observed engagement, remains under-represented. These findings identify content-practice mismatches that warrant further qualitative, longitudinal, and interventional study before practice recommendations can be made. Même si les médias sociaux sont largement utilisés en chirurgie plastique, les différences de contenu et de modèles d’affichage dans les divers milieux de pratique sont mal comprises. Cette étude caractérise les modèles d’affichage sur Instagram des chirurgiens plasticiens ontariens et l’engagement de l’auditoire par milieu de pratique. Dans la présente analyse transversale observationnelle, les chercheurs ont analysé les profils Instagram professionnels accessibles au public de chirurgiens universitaires, communautaires ou en pratique mixte agréés de l’Ontario. Les chercheurs ont codé jusqu’à 30 publications (affichées à compter du 1er janvier 2020) par compte, en fonction du type de contenu et du domaine clinique. Ils ont utilisé le test du chi carré, le test de Kruskal-Wallis et l’analyse de variance pour évaluer les associations entre les caractéristiques des chirurgiens, les modèles d’affichage et les taux d’engagement. Au total, 86 des 261 chirurgiens plasticiens (33%) détenaient un profil Instagram professionnel et avaient produit 2 032 publications. Les résultats avant et après les interventions (32%) et l’esthétique faciale (20%) constituaient les types de contenu et les domaines les plus représentés, respectivement. Les chirurgiens universitaires affichaient beaucoup plus d’annonces, de résultats de recherche et de contenu de reconstruction (p < 0.001), tandis que les chirurgiens communautaires affichaient beaucoup plus de contenu publicitaire et promotionnel (p = 0.02) et sur l’esthétique faciale (p < 0.001). Les taux d’engagement étaient plus élevés chez les chirurgiens universitaires sur le plan des affichages personnels et du contenu craniofacial, et les différences étaient importantes selon les types de pratique, les catégories de contenu et les domaines (p < 0.001). Chez les chirurgiens plasticiens, l’utilisation d’Instagram varie considérablement en fonction du milieu de pratique. Le contenu esthétique dominait le volume d’affichages, tandis que le contenu de reconstruction et le contenu universitaire, malgré un engagement observé plus élevé, demeurait sous-représenté. Ces observations font ressortir un décalage entre le contenu et la pratique qui devra faire l’objet d’une étude qualitative, longitudinale et interventionnelle plus approfondie avant qu’il soit possible de formuler des recommandations pour la pratique.
Excessive Instagram use has been linked to negative effects on psychological well-being, particularly through Social Comparison, Self-Esteem, and Anxiety. This study surveyed 424 Instagram users aged 18 to 40 in Chile. Structural Equation Modeling (SEM) showed that higher Instagram Use (IU) positively correlates with Social Comparison (SC), which strongly predicts Shared Content Anxiety (SCA) and Self-Evaluation Anxiety (SEA) and negatively affects Self-Esteem (SE). The direct effect of IU on SCA is significant but weaker, while IU does not significantly impact SEA or SE. An Artificial Neural Network (ANN) provided complementary predictive evidence regarding the relative importance of social comparison and Instagram use dimensions. By integrating SEM and ANN, this study provides a comprehensive view of how Instagram use shapes mental health. In line with previous research, these results highlight the necessity of digital literacy and mindful social media use to mitigate negative outcomes, especially among younger adults susceptible to self-perception issues. They are contextualized within existing literature, calling for further research on social media's long-term effects. Overall, the findings offer a nuanced perspective on how Instagram Use, Social Comparison, and Self-Esteem interrelate to influence anxiety and well-being, underscoring the platform's potential to exacerbate vulnerabilities in emotional health.
Mpox was declared a public health emergency of international concern in 2022. Instagram is widely used by age groups and communities disproportionately affected by mpox; yet platform-specific evidence on mpox information characteristics and engagement remains limited. The aim of this study is to characterize sources, content, and engagement features of mpox-related Instagram posts, to describe prevention and treatment framing, and to compare the top 10% most-liked posts with the remaining corpus. We retrieved English-language public Instagram posts via CrowdTangle containing "mpox" or "monkeypox" dated May 5, 2022, to January 17, 2023 (initial N=18,616). Using a pretested, deductive codebook adapted from prior Instagram health studies, 2 coders completed 2 pilot rounds; variables with low agreement were excluded. A randomized analytic sample of 1000 posts was coded for source type, content features, and prevention/treatment framing. Descriptive statistics were computed. For engagement contrasts, we compared the top 10% most-liked posts with the bottom 90% using tests of differences in independent proportions (mean differences [MD] with P values). Most posts originated from organizations (760/1000, 76%) versus individuals (240/1000, 24%). Organizational sources most commonly included businesses (436/760, 57.4%) and news/media outlets (401/760, 52.8%); government (174/760, 22.9%), nonprofits (131/760, 17.3%), and health care organizations (70/760, 9.2%) were less frequent. About one-third of posts cited a source (344/1000, 34.4%), most often the World Health Organization (WHO) and Centers for Disease Control and Prevention (CDC)/other federal entity. Posts predominantly used illustrated images/infographics (827/1000, 82.7%); photos appeared in 47.3% (473/1000) and videos in 12.4% (124/1000) of posts. Prevention content appeared in 38.4% (384/1000) of posts, most commonly vaccination (684/1000, 68.5% of prevention posts), followed by avoiding close contact (145/1000, 14.5%), avoiding contact with objects (83/1000, 8.3%), abstaining from sexual activity (76/1000, 7.6%), and condom use (13/1000, 1.3%); 28.9% (289/1000) of prevention posts noted barriers. Treatment mentions were uncommon (25/1000, 2.5% traditional biomedical; 2/1000, 0.2% alternative). Compared with the bottom 90%, the top 10% most-liked posts (1) were more likely to originate from public figures/celebrities among individuals (MD=-0.591; P<.001) and from businesses (MD=-0.299; P<.001) or news/media (MD=-0.350; P<.001) among organizations; (2) were less likely to be from government (P<.001) , nonprofit (P=.006), or health care organizations (P=.005); and (3) more often included nonmoving images (MD=-0.119; P=.024), visible lesion depictions (MD=-0.081; P=.035), prevalence mentions (MD=-0.180; P<.001), and citations (MD=-0.162; P=.001). During the initial outbreak period, the highly engaged mpox content on Instagram skewed toward posts by public figures and news/business accounts and toward static, citation-bearing visuals that included prevalence context and occasionally lesion imagery. Public-health communicators seeking reach on Instagram should prioritize clear static infographics with explicit source citation and epidemiologic context and consider copublishing with trusted creators and news outlets, while addressing access barriers highlighted in prevention posts.
Instagram (Meta, Menlo Park, CA) has become an important tool for patient education, practice marketing, and professional branding within plastic surgery. As public interest in aesthetic surgery continues to rise alongside increasing surgeon engagement with visually driven social media, there is a growing need for a practical, ethically grounded framework to guide professional use of Instagram. This article provides a structured, evidence-informed approach to the effective and responsible use of Instagram by plastic surgeons. Key topics discussed include profile optimization, content development strategy, performance analytics, and mitigation of legal and ethical risk. Specific recommendations are provided for educational, marketing, and personal content, with emphasis on maintaining professionalism, transparency, and patient confidentiality. Considerations regarding content timing and posting frequency to optimize audience engagement are also reviewed. When applied strategically, Instagram can serve as a powerful tool for patient education, trust building, and practice growth, while simultaneously facilitating professional networking and knowledge dissemination within the field of plastic surgery.
Infantile hemangiomas are a benign vascular abnormality that presents in infancy. Parents may seek a variety of resources to gather information, including social media. This study seeks to compare information on infantile hemangiomas on social media platforms. The top videos across YouTube, Instagram, and TikTok were analyzed. A total of 361 videos were screened, with 150 included in the final analysis. Engagement was assessed by the number of views. Reliability was determined using the modified DISCERN (mDISCERN) score. Kruskal-Wallis test compared the mean mDISCERN score. Fifty videos from each platform were included. The videos cumulatively had 1,239,836 likes and 27,416,017 views. Videos were predominately posted by family members (N=63) and health care providers (N=44). Video content largely focused on patient stories (N=77) and clinician explanations (N=63). There is a significant difference in mDISCERN between platforms (P<0.001). YouTube videos scored significantly higher than both Instagram and TikTok (P=0.000 and P=0.000, respectively). No difference was noted in mDISCERN between Instagram and TikTok (P=0.073). There is a significant difference in the number of views across the different platforms (P<0.001). TikTok videos had significantly more views than both YouTube (P=0.00) and Instagram (P=0.00). There was no significant difference in the number of views between YouTube and Instagram. There are a significant number of videos available on social media discussing infantile hemangiomas. TikTok had the most user engagement despite having less reliable videos than YouTube. Improving the reliability of videos on social media is necessary to decrease the dissemination of misinformation.
The end of a romantic relationship is one of the most emotionally challenging life events. Social media platforms such as Instagram enable users to monitor an ex-partner, a behavior known as Interpersonal Electronic Surveillance (IES), which may complicate coping. This study examined associations with retrospectively reported IES on Instagram during the first 3 weeks post-breakup, focusing on attachment, personality, and breakup-related emotional distress. Previous studies suggest that higher anxious attachment and emotional distress are related to increased monitoring behaviors on Facebook. The present research extends this approach to Instagram, a popular platform among Generation Z, and additionally examines personality factors. Data from N = 232 participants (aged 18-27 years; 84 percent women), who had experienced a breakup within the past year and followed their ex-partner on Instagram, were collected using a cross-sectional online questionnaire. The survey included standardized measures and self-constructed items. Hierarchical regression analyses including breakup-related variables, mediation analyses, and independent-samples t-tests were conducted. Due to extremely low internal consistency, Agreeableness was excluded from inferential analyses. The analyses indicated that Extraversion was the only personality trait directly associated with increased IES. Attachment styles showed no direct associations after emotional distress was included in the model. Emotional distress emerged as the most consistent factor associated with IES, showing patterns consistent with indirect associations involving Neuroticism and anxious attachment, suggesting a central role of emotional distress in post-breakup surveillance behavior. These findings highlight digital monitoring as a potentially maladaptive coping strategy and underscore the importance of addressing social media use in post-breakup adjustment.
There is a concerning trend of misinformation of healthcare related content on social media. Recent studies have examined themes and narratives about Crohn's disease but have not quantitatively assessed the accuracy and quality of content on Instagram Reels. Our aim was to assess the quality and accuracy of Instagram Reels about Crohn's disease and examine differences in content by type of creator, from medical professionals to lay individuals. Seventy-eight top-viewed English-language Instagram Reels tagged with "#crohns" were evaluated. Videos were categorized by creator and content type. Two reviewers evaluated each video for accuracy and quality using an adapted harm/benefit score and the Journal of the American Medical Association (JAMA) benchmark criteria, respectively. Seventeen percent of videos were created by medical professionals and 83% by non-medical users. Educational content was significantly more common among medical professionals than other content creators (62% vs 23%; P = 0.005). No significant correlation was found between engagement metrics and either JAMA or harm/benefit scores. Medical professionals had significantly higher JAMA scores than non-medical users (2.5 vs 2, P < 0.001), but there was no significant difference in harm/benefit scores between groups (0 vs 0, P = 0.9601). Videos offering medical advice had the lowest median harm/benefit score (-1), with frequent misinformation noted. Forty-two percent of harmful videos were created by medical professionals. The average Instagram Reel about Crohn's disease was of moderate quality and neutral impact. Accuracy or quality was unrelated to video popularity. While videos by medical professionals had higher JAMA scores, this did not correspond to greater accuracy. Medical advice videos by medical professionals were not more accurate than those by non-medical creators, and multiple harmful videos were created by medical professionals, underscoring the need for critical evaluation of Crohn's disease-related social media content.
This study examined how adolescents use Instagram as a coping resource and coping tool within the framework of the transactional theory of stress. We explored how perceived stress and resilience influence coping strategies and their links to life satisfaction. Participants were 375 Taiwanese high school students (73.3% female; M age = 16.7, SD = 0.7) who completed an online questionnaire assessing perceived stress, resilience, coping, life satisfaction and Instagram use. Habitual Instagram use was assessed via self-reported usage frequency and duration, engagement with platform features and reported changes in use under stress. Analyses focused on 280 adolescents who reported using Instagram to cope with stress. Four coping strategies were identified: problem-focused, emotion-focused, support-seeking and avoidance. Stress and resilience were associated with strategy use. Emotion-focused coping predicted higher life satisfaction across both low stress-high resilience and high stress-low resilience groups. Problem-focused coping was beneficial in the high stress-low resilience group, whereas support-seeking coping was effective only in the low stress-high resilience group. Findings underscore the nuanced role of social media in adolescent coping and its implications for adaptive interventions.
Prior research on human-like virtual profiles (VPs)-computer-generated imagery (CGI; displaying legible artificiality) or artificial intelligence (AI)-generated personas on social media-is often based on small samples and limited data. Furthermore, prior studies group highly photorealistic virtual influencers with abstract virtual characters, complicating comparisons. Recent generative AI has enabled large-scale production of synthetic content. These advances have drastically increased the quality and volume of synthetic media. Much of the prior literature predates these developments, leaving open questions about how posting behavior and VP design now relate to reach and engagement outcomes. This study aimed to examine how posting behavior and key VP attributes, namely, photorealism; physical, behavioral, and narrative consistency; and human copresence related to reach and engagement across content formats (static images vs videos) on Instagram. A total of 157 human-like female VPs were included in the final Instagram dataset. During the initial screening stage, 5 human-like male macro and mega VPs were identified but excluded because their number was too small to support meaningful subgroup comparison. Engagement was operationalized as like rate (likes or followers) for images and videos; reach was measured via examined absolute impressions. Performance was summarized using the single best-performing post and the arithmetic mean of the top 3 posts per format. Profiles and posts were further coded using predefined content variables covering visual realism, identity consistency, copresence structure, appearance patterns, and body-type representation. Higher-performing content was more commonly observed among larger profiles, particularly for video metrics. Among videos exceeding 20 million impressions, out of 12 videos, 7 (58%) were produced by CGI-like VPs, whereas high video like rates were more often observed among photorealistic or face-swapped profiles. In the image engagement analysis, out of 8 highest-like-rate posts, 6 (75%) featured VPs with dark hair and dark eyes, and out of the 8 posts, 4 (50%) included copresence of multiple subjects. Furthermore, of the 157 top-performing profiles reviewed, 122 (77.71%) demonstrated stable visual identity and consistent behavioral and narrative presentation, whereas noticeable inconsistencies were rarely observed in this subset. These findings represent descriptive patterns within established macro- and mega-level profiles rather than as causal predictors of growth. Among established human-like female VPs on Instagram, higher engagement and reach frequently co-occurred with larger profile scale, identity coherence, and transparent virtual presentation than with photorealism alone. CGI-like aesthetics aligned more with algorithmic distribution, whereas photorealistic motion content featured more prominently among posts with high active engagement. These results suggest that audiences may respond more favorably to coherent and legible virtual identities than to ambiguous realism. Because the study was restricted to macro- and mega-level profiles, the observed traits should be interpreted as characteristics of successful incumbents rather than as general predictors of VP growth.
The use of social media offers the possibility of reaching a larger number of people worldwide, being accessible to different social classes, and being used for the dissemination of scientific knowledge, as well as for the prevention of traumatic injury education among lay people. We analyzed the Instagram of an academic Trauma League (Unicamp Trauma League) from July 2023 to July 2024 and observed the metrics that contributed to the dissemination of scientific knowledge. A Trauma League is an academic group composed of medical and nursing students focused on apprenticeship, extension, and research in trauma. We used data provided by the application's "insights" tool, which allows analysis of up to the last 90 days, to identify the reach of the posts, the publications with the highest engagement, and information about the followers. The official profile had 2361 followers and reached more than 10 000 accounts during the analyzed period. The post with the highest reach was a carousel featuring photos of the new league management, reaching 3240 accounts. Another featured publication was a post about a campaign to prevent motorcyclist-related trauma, which reached 940 accounts, 70 shares, and 80 likes. Two reels posted in partnership with another Instagram account (@trauma_unicamp), sharing activities related to the P.A.R.T.Y. (Prevent Alcohol and Risk-Related Trauma in Youth) program, obtained 4386 and 3163 views. 43.8% of the followers identified were residents of Campinas, the city where the project was developed, and the remaining followers were distributed across other Brazilian regions, and a smaller proportion was from abroad. 70.6% were between 18 years and 34 years old, and 64.6% were women. The findings suggest that posts addressing timely and relevant topics attract greater visibility and engagement. Among social media platforms, Instagram demonstrated effectiveness in disseminating educational content and promoting health awareness; however, further studies are needed to assess whether these results apply to other platforms. Level IV/Prognostic and Epidemiological.
Social media platforms play an increasing role in how stuttering is represented in public discourse. In Arabic-speaking contexts, little is known about the stuttering-related content available online, including who produces it, what types of advice circulate, and how engagement differs across sources. This study examined Arabic-language stuttering discourse on Instagram, focusing on associations among source identity, advice type, and post-level engagement (likes and comments). A structured content analysis was conducted on 500 Arabic-language Instagram posts related to stuttering collected over seven months. Posts were coded for source identity, advice type, and valence. Associations between source identity, advice type, and engagement (likes and comments) were modeled using logistic and negative binomial regression. Qualitative contextual coding was used to interpret recurrent narrative patterns underlying quantitative associations. Intercoder reliability was assessed using Krippendorff's alpha, and sensitivity analyses were conducted to evaluate the robustness of model estimates. Non-clinical sources, including special educators and digital content creators, produced the majority of posts (77.4%). Advice type varied significantly by source identity, χ²(8, N = 500) = 102.81, p < .001, Cramér's V = .45, with several non-clinical sources showing substantially higher odds of posting non-evidence-based advice (e.g., AORs ≈ 4.9-7.2). Engagement also differed by source and advice type. Non-evidence-based posts were associated with higher rates of likes (RR = 1.46, p = .004) and comments (RR = 1.39, p = .027), with the highest engagement observed for non-evidence-based posts authored by digital creators. Intercoder reliability ranged from Krippendorff's α = .72-.88 across coded variables. Qualitative contextual coding identified recurring narrative patterns centered on self-acceptance, perseverance, and claims of fluency change, alongside content with varying alignment with clinical perspectives. Arabic-language Instagram reflects a discourse environment in which stuttering-related information is produced largely by non-clinical sources and engagement does not consistently correspond to clinical expertise. Visibility appears influenced by content characteristics, structural and cultural contexts, and platform dynamics. These findings point to a hybrid credibility system in which professional and experiential perspectives intersect and highlight considerations for digital health communication about stuttering in Arabic-speaking contexts. They also contribute to broader discussions of how health-related information circulates within digital environments.
This qualitative study examines 260 Instagram posts from prominent Turkish Instagram accounts that oppose newborn heel-prick screening. Using ethnographic content analysis, four main themes emerged: mistrust of medical science, reliance on alternative beliefs, conspiracy theories, and solidarity among parents. Common concerns included distrust of health authorities, perceived violations of bodily integrity, and preference for natural practices. Misconceptions ranged from fabricated illnesses to harmful effects on babies' energy. The findings highlight how social media spreads misinformation and collective opposition. The study recommends enhancing digital health literacy and engaging healthcare professionals on social media to promote newborn screening acceptance.
Science-based experts have started to utilize social media to seek direct contact with audiences and social recognition for their expertise. Experts need to balance professional principles and the expectations arising from the changing media landscape. To understand how science-based experts navigate their way on social media, we utilize the concept of boundary work. We analyze how medical doctors enact and expand expertise on Instagram via boundary work in relation to publics, self, and markets. Using qualitative content analysis, we studied 2125 Instagram posts from the 20 most-followed doctors in Finland. Doctors enacted expertise by holding on to their epistemic authority, maintaining their professional role at the core of their posts, and avoiding advertising medical services. However, they expanded expertise by building relationships with their audiences, using anecdotes and personal experiences in their communication, and creating new communicational products for their audiences.
The use of social media for educational purposes can effectively provide parents with valuable information. This study aimed to analyze the effectiveness of two different social media-based educational approaches on the knowledge, attitude, practice (KAP) and oral health literacy (OHL) of mothers of kindergarten regarding ECC. The two approaches shared identical educational information via interactive engagement on Instagram (IG) and self-led study using a digital flipbook (DF) distributed via WhatsApp. A quasi-experimental study design with purposive sampling at the school level was conducted among mothers of similar socioeconomic status, age, and educational level. Education was provided over 2 weeks, and validated questionnaires were used both pre- and post-intervention to assess the KAP and OHL. Seventy-seven mothers of kindergarten were enrolled and divided into two groups consist of IG (n = 36) and DF (n = 41), out of which 63 (30 IG, 33 DF) completed the study. Furthermore, a statistically significant increase in OHL scores was observed in both groups (p < 0.05). A statistically significant moderate to strong positive correlation was noted between the KAP and OHL scores (p < 0.05). These findings indicate that education through both IG and DF was effective in improving the mothers' KAP and OHL, with no significant differences in scores between the two approached.
This study aimed to identify misinformation related to dental caries in Brazilian Portuguese on Instagram, analyzing factors associated with its dissemination and corresponding engagement metrics. Two independent investigators conducted a qualitative analysis of 500 posts published between August 2018 and August 2022. Posts were selected using the CrowdTangle tool and assessed for author's profile, content, motivation, facticity, format, and sentiment. Data were evaluated using descriptive analysis, the Mann-Whitney U test, and path analysis through generalized structural equation modeling. Topic modeling analysis was also performed using QDA Miner software with the WordStat module to identify underlying topics in dental caries-related information and misinformation. The findings indicated that 21.8% of the analyzed posts contained misinformation, primarily on content shared by regular users regarding dental caries treatment. No significant relationship was observed between misinformation and user engagement; however, posts with misinformation showed a significantly higher median total interaction than those without. Overperformance scores were positively correlated with business and health-related profiles, as well as higher total interaction levels. Financial motivation was less frequently associated with treatment-related posts, reflecting the tendency of promotional content to focus on preventive technologies. Lastly, whereas the misinformation predominantly addressed dental caries treatment, diet, microorganisms, and oral hygiene, the accurate information mainly covered prevention, treatment, and oral hygiene. Although these findings were not associated with higher user engagement, they underscore concerns regarding the dissemination of misleading information about dental issues online. Business and health professional profiles demonstrated good potential to disseminate reliable information with higher engagement metrics.
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Social media is a prevalent source of health information for young adults and offers a scalable platform for skin cancer prevention messaging, including sun safety. Despite high awareness among young adults that UV radiation is a potent carcinogen, both intentional and unintentional exposure remain common. Group-targeted and tailored digital campaigns may help counter protanning norms and strengthen protective behaviors to reduce long-term risk. This study aimed to evaluate the reach, engagement, and influence of a group-targeted and tailored Instagram-based sun safety campaign implemented as part of a university Skin Smart Campus (SSC) initiative. A pre-post design was used during the 2024-2025 academic year. The social media campaign evaluation was a focused analysis within a broader sun safety implementation initiative reported elsewhere. The analysis covered the trend-aligned Instagram campaign's reach, engagement, awareness, aided thematic recall, following, and associations with sun safety behaviors. Surveys assessed demographics, sun safety behaviors, campaign awareness, and content recall. Instagram analytics quantified reach and engagement, and influence analyses included bivariate tests and logistic regression. Presurveys and postsurveys were obtained anonymously from 230 and 267 participants, respectively. A dedicated Instagram account and n=10 campus organizations shared campaign content, extending potential reach to 5711 campus followers. Weekly educational posts averaged 262 views and reached approximately 38 nonfollowers per post throughout the campaign. Postcampaign, SSC social media awareness was reported by 48.7% (130/267) of participants, compared to 24.1% (55/230) precampaign (χ²1=32.5; P<.001). There was significantly higher awareness among those with lighter skin types (93/164, 56.7%) compared to darker skin types (37/103, 35.9%; χ²1=10.9; P<.001). Followers were more likely to use on-campus sunscreen dispensers (χ²1=85.2; P<.001). Sunscreen use, protective clothing, and tanning bed risks were among the most frequently posted and recalled themes on Instagram, suggesting high salience (121/124, 97.6%; 111/124, 89.5%; and 106/124, 85.5%, respectively). Multivariable logistic regression revealed that participants with lighter skin tones (OR 2.33, 95% CI 1.19-4.56; P=.01), who followed the SSC Instagram account (OR 6.81, 95% CI 3.41-13.60; P<.001), and who used sunscreen dispensers (OR 7.78, 95% CI 3.82-15.84; P<.001) were significantly more likely to practice greater sun safety. A group-targeted, tailored social media campaign embedded in a broader campus initiative demonstrated meaningful reach, engagement, message recall, and impact among young adults. Pairing digital strategies with environmental ultraviolet radiation-reducing resources may enhance young adults' sun safety behaviors. Future efforts should address differences in social media campaign awareness and strengthen messaging for groups that perceive themselves to be at lower risk for skin cancer.
To assess the quality and engagement of allergic rhinitis-related short-form content on social media. A search across TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts was conducted for allergic rhinitis-related hashtags. Posts were categorized by content category, author, and popularity. Content was analyzed with the Patient Education Materials Assessment Tool for Audiovisual Material (PEMAT-AV) to assess understandability, Global Quality Scale (GQS) to measure quality, and Accuracy in Digital-health Information (ANDI) to measure accuracy. Videos were independently assessed by two reviewers per platform; a third reviewer resolved discrepancies. Four hundred and sixty videos were analyzed. Most (69.1%) were educational and authored by medical professionals (38.5%) or lay individuals (48.9%). YouTube had the greatest proportion of medical professional content (56.7%). Instagram scored highest for PEMAT understandability (72.0%) versus YouTube (70.9%), TikTok (61.1%), and Facebook (45.9%) (p < 0.001). YouTube scored highest for PEMAT actionability (55.6%) versus Instagram (48.2%), TikTok (45.3%), and Facebook (35.4%) (p < 0.001). YouTube had the highest average GQS (3.12) compared with Instagram (2.70), TikTok (2.21), and Facebook (2.09) (p < 0.001). YouTube also had the highest average ANDI score (2.80) compared with Facebook (2.19), TikTok (1.91), and Instagram (1.68) (p ≤ 0.026). On multivariable analysis, medical professionals were associated with greater GQS, ANDI, PEMAT understandability, and PEMAT actionability scores (all p < 0.001). Among the platforms studied, Instagram and YouTube content just barely met the PEMAT understandability threshold (≥ 70%). However, none of the platforms on average contained adequately actionable or completely accurate content. YouTube Shorts host the greatest proportion of medical professional content and the highest-quality content relative to other platforms. 4.
Social media has become an important tool for medical education and residency recruitment; however, its utilization among orthopaedic trauma fellowship programs remains unclear. The objective of this study was to evaluate the prevalence, activity, and characteristics of social media utilization among orthopaedic trauma fellowship programs. A list of accredited orthopaedic trauma fellowship programs were obtained from the Orthopaedic Trauma Association website. Fellowship-specific social media on Facebook, Twitter (X), Instagram, and LinkedIn were identified using systematic Google and platform-specific searches conducted between August and September 2025. Identified accounts were evaluated for platform type, activity status, content characteristics, and engagement metrics. Of 68 orthopaedic trauma fellowship programs identified, 6 (9%) maintained a fellowship-specific social media account. Five programs (7%) had Instagram accounts, and one program (1%) had a Twitter/X account; no accounts were identified on Facebook or LinkedIn. Three (60%) of the Instagram accounts identified were active within the past month, representing 4% of all accredited orthopaedic trauma fellowship programs. Engagement among active Instagram accounts was substantial, with total likes exceeding 4,000 for regularly posting programs, average likes per post ranging from approximately 380 to 442, and consistent comment activity. All Instagram accounts shared deidentified case-based content, whereas none provided fellowship recruitment or application-specific information. Fellowship-specific social media use among orthopaedic trauma fellowship programs is uncommon and inconsistently maintained. Leveraging this untapped resource could expand program visibility, offer applicants meaningful insight into case complexity, training experiences, and strengthen recruitment in an increasingly competitive subspecialty.