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Instagram Video Engagement in Medical Education: Cross-Sectional Study.

Aapeli Kemppainen1, Henrik Nuutinen2, Virve Koljonen1

  • 1Department of Plastic Surgery, Helsinki University Hospital, University of Helsinki, Fabianinkatu 33, Helsinki, 00100, Finland, 358 50392833.

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Shorter videos (≤60 seconds) and health promotion content on social media (SM) platforms like Instagram significantly increase engagement for medical education. This study offers data-driven insights for educators to optimize their SM strategies for better reach and watch time.

Keywords:
Instagrameducational videoslearner engagementmedical educationsocial media

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Area of Science:

  • Medical Education
  • Digital Health Communication
  • Social Media Analytics

Background:

  • Social media (SM) is increasingly used for medical education, with Instagram showing promise for engagement.
  • Existing research often focuses on experimental setups, lacking real-world data on content engagement.

Purpose of the Study:

  • Identify engaging post types for medical education on Instagram.
  • Determine optimal video lengths for effective medical education content.
  • Provide evidence-based recommendations for medical educators using SM.

Main Methods:

  • A cross-sectional study analyzed 125 video posts from a real-life Instagram medical education account.
  • Data from Instagram Insights (reach, views, watch time) were collected and analyzed.
  • Videos were categorized by type (theoretical, clinical, health promotion, entertaining) and implementation (animation, models); lengths were stratified (≤60s, 61-120s, >120s).

Main Results:

  • Health promotion videos achieved the highest reach compared to other types.
  • Videos over 120 seconds and those ≤60 seconds had higher reach and views than 61-120 second videos.
  • Videos ≤60 seconds demonstrated significantly higher relative watch time.

Conclusions:

  • Shorter video formats (≤60 seconds) and health promotion content are key drivers of engagement on medical education Instagram accounts.
  • Implementation methods did not significantly impact engagement, suggesting content type and length are primary factors.
  • Findings provide practical, data-driven insights for optimizing medical education strategies on social media.