Language Complexity Shapes Engagement with Orthopaedic Information on Social Media: A Prospective Analysis

Social media is a significant source of medical information for patients, and strategies are needed to enhance the dissemination of accurate orthopaedic content. As prior literature demonstrates that patients prefer simplified language in clinical settings, evaluating the complexity of language in orthopaedic social media posts is crucial for improving online communication.

Content from 31 American Academy of Orthopaedic Surgeons patient education materials (PEMs) was posted on 2 separate social media accounts. One account shared the original PEMs, while the other posted simplified versions using a validated text simplification protocol that uses artificial intelligence. Engagement metrics, including views, likes, and time spent, were collected. Data were compared using paired t-tests, Wilcoxon signed-rank tests, and Kruskal-Wallis tests.

Original (complex) posts garnered 21,380 views compared with 21,682 views for simplified posts. Despite no significant difference in view counts (p = 0.49), original content received significantly more likes (average 39.58 vs. 22.83 per post, p = 0.003) and longer cumulative viewing time spent per post (86.04 vs. 58.91 minutes per post, p < 0.001). Spine-related posts were the most engaging, achieving the highest average views, likes, and time spent of all orthopaedic subspecialities.

More detailed, complex orthopaedic content garnered higher total likes and longer time spent with posts. Spine-related posts were the most engaging, suggesting social media trends mirror relative clinical prevalence. These findings highlight the importance of striking a balance between content complexity and accessibility to effectively disseminate orthopaedic information on social media platforms.

Level II. See Instructions for Authors for a complete description of levels of evidence.