Endometriosis awareness month: a thematic analysis of content on Instagram

The diagnosis of endometriosis is often delayed, partly due to low awareness of the disease. One way to elevate awareness is through Instagram campaigns, such as Endometriosis Awareness Month (EAM), which takes place in March.

To analyse in depth and determine the features of content on both image and video posts published under #EndometriosisAwarenessMonth.

We conducted an analytical, observational study during the commemoration of EAM 2025, 1000 original Instagram posts containing the main hashtag as a representative sample to maximise the likelihood of capturing the breadth of themes circulating under the hashtag while remaining feasible for in-depth, manual coding of each post.

A total of 1000 posts were analysed based on four major themes (disease features, delivery style, disease impact, and campaign features). Healthcare professionals contributed 38.3% (383/1000), women with endometriosis 28.8% (288/1000), community 8.8% (241/1000), and others 8.8% (88/1000). Most posts did not include challenges within healthcare systems (93.6%), diet modification (91.7%), diagnostic delay (84.5%), and available treatment options (surgical 88.1%, medical 75.6%). Engagement levels were assessed using likes and followers. Community accounts had the highest median engagement (median likes 14; follower 1892). However, multivariable logistic regression identified HCP authorship (aOR 1.702, 95%CI: 1.304-2.220, p<0.001) and neutral tone (aOR 1.538, 95%CI: 1.119-2.116, p=0.008) are associated with more likes. HCP (aOR 1.364, 95% CI: 1.048-1.775, p=0.021) and lower middle-income/upper-middle income country (aOR 3.304, 95%CI: 1.118-9.768, p=0.031) are associated with more followers.

Although Instagram is widely used during EAM, Instagram content lacks depth, particularly from healthcare professionals, and requires improvement to enhance educational impact for the public.