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Evaluating Bias in Social Media Research Using #Sunscreen Content on Instagram Reels
Silvija Milanovic1, Chelsea Rosen1, Taylor Gray2
1College of Medicine, University of Florida, 1104 Newell Dr, Gainesville, FL, 32601, United States, 1 352-273-7986.
JMIR Dermatology
|November 5, 2025
Summary
Instagram reels provide consistent dermatology content via hashtags, irrespective of user engagement. This supports using hashtags as a reliable method for social media research in dermatology.
Area of Science:
- Dermatology
- Social Media Research
- Digital Health
Background:
- Social media platforms like Instagram are increasingly used for health information dissemination.
- Understanding content patterns on these platforms is crucial for effective health communication and research.
Purpose of the Study:
- To analyze the consistency of dermatologic content presented in Instagram reels.
- To evaluate the reliability of hashtags as a tool for social media research in dermatology.
Main Methods:
- A cross-sectional content analysis was performed on Instagram reels.
- Data collection focused on dermatologic content and associated hashtags.
- User engagement metrics were analyzed in relation to content consistency.
Main Results:
- Instagram reels demonstrated a consistent presentation of dermatologic content.
- Content consistency was observed irrespective of user engagement history.
- Hashtags proved to be a stable indicator of content type.
Conclusions:
- Hashtags on Instagram effectively categorize and display consistent dermatologic content.
- Hashtags serve as an objective and reproducible tool for conducting social media research in dermatology.
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