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Characteristics of and User Engagement With Antivaping Posts on Instagram: Observational Study
Yankun Gao1, Zidian Xie1, Li Sun2
1Department of Clinical & Translational Research, University of Rochester Medical Center, Rochester, NY, United States.
JMIR Public Health and Surveillance
|November 29, 2021
Summary
Antivaping posts on Instagram featuring slogans and images of people received more engagement. This suggests incorporating these elements can improve the delivery of health messages about vaping risks.
Area of Science:
- Public Health
- Digital Health
- Health Communication
Background:
- Social media platforms like Instagram are crucial for disseminating health information to youth and young adults.
- Effectively communicating the adverse health effects of e-cigarette use on these platforms presents a significant challenge.
Purpose of the Study:
- To analyze the characteristics and user engagement of antivaping posts on Instagram.
- To inform the development of more effective health messages and delivery strategies regarding vaping.
Main Methods:
- Collected 11,322 Instagram posts using antivaping hashtags from November 2019 to January 2020.
- Hand-coded 500 posts for image type, content (text, people), and account type.
- Analyzed caption text using topic modeling and compared user engagement (likes) across categories.
Main Results:
- Educational/warning images were most common, but catchphrase images received significantly more likes (32.5 vs. 15).
- Posts featuring people garnered more likes (32.8) than other image content.
- Common caption topics included lung health, teen vaping, and vaping-related deaths.
Conclusions:
- Specific features of antivaping Instagram posts, such as slogans and imagery of people, are associated with higher user engagement.
- These findings can guide the creation of more efficient and impactful health communication strategies to combat vaping.
- Optimizing content elements is key to improving the perception and delivery of anti-vaping messages.
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