Engaging Social Media Users with Health Education and Physical Activity Promotion

Health-dedicated groups on social media provide different contents and social support to their peers. Our objective is to analyze users' engagement with health education and physical activity promotion posts according to the expressed social support and social media. All health education and physical activity promotion posts on Facebook, Twitter, and Instagram during 2017-2019 by a diabetes association were extracted. We identified the type of social support within these posts; and analysed the users' engagement with these posts according to the type of social support and social media channel. A total of 260 posts dealing with health education (n=200) and physical activity promotion (n=60) were published. Posts promoting physical activity received 54% more likes than posts on health education (p<0.05), but they were 69% less likely to receive comments and be shared (both p<0.01). Posts expressing tangible assistance received 6 times more likes (p<0.001), and the ones indicating network support almost 11 times more shares (p<0.05). Posts expressing two or more types of social support were the most engaging (3 times more likes, 2 times more comments, and over 6 times more shares, all p<0.001). Health-dedicated social media groups can be effective channels for providing health education and for promoting physical activity among individuals with diabetes. Our findings suggest that engagement with health education and physical activity promotion posts can be increased by providing tangible assistance, network support, or expressing two or more types of social support; and by posting on Facebook and Instagram.