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Pre-exposure Prophylaxis (PrEP) Information on Instagram: Content Analysis.

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This summary is machine-generated.

This study analyzed Instagram posts about pre-exposure prophylaxis (PrEP) for HIV prevention. Most posts were from organizations, but content often lacked details on PrEP effectiveness or usage, highlighting a need for improved public health messaging.

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Area of Science:

  • Public Health
  • Social Media Analysis
  • HIV Prevention

Background:

  • The United States faces an ongoing HIV epidemic, disproportionately affecting certain populations.
  • Daily oral pre-exposure prophylaxis (PrEP) is effective in reducing HIV risk, yet awareness and usage remain low.
  • Limited research exists on social media platforms like Instagram as sources for PrEP information.

Purpose of the Study:

  • To describe the characteristics of sources, image types, and textual content of PrEP-related posts on Instagram.
  • To address the gap in understanding how PrEP is communicated on popular social media platforms.

Main Methods:

  • Content analysis of 250 English-language Instagram posts related to PrEP, identified using specific search terms.
  • Posts were collected over a 12-month period preceding April 22, 2020, using Crowdtangle Search.
  • Analysis examined message and source characteristics, including organization type, individual type, PrEP information provided, and indicated users.

Main Results:

  • The majority of posts (77.2%) originated from organizations, with 69.6% featuring photographs and 56.8% including infographics.
  • While over half of the posts defined PrEP, fewer promoted its use, explained its mechanism, or detailed its effectiveness or eligibility.
  • Posts most frequently targeted men who have sex with men (MSM); few included race/ethnicity or transgender-associated hashtags, and none targeted heterosexuals or injection drug users.

Conclusions:

  • This study provides an early look at PrEP communication on Instagram, addressing the National AIDS Strategy's call for better understanding of the public information environment.
  • Findings offer a foundation for developing targeted PrEP promotion interventions on Instagram.
  • The analysis reveals disparities in information dissemination and target audience representation on the platform.