Feasibility and acceptability of a social media-based physical activity intervention for college women

College women are less physically active than male peers, highlighting the need for tailored physical activity (PA) interventions that address women's unique needs in collegiate settings. Social media platforms (e.g., Instagram) offer a promising avenue to deliver PA interventions using freely-available fitness influencer content. This single-arm study tested the feasibility of an 8-week social media-based intervention leveraging fitness influencer content to promote moderate-to-vigorous PA (MVPA) and muscle-strengthening activities. Researchers recruited insufficiently physically active college women aged 18-24. Intervention components included: 1) researcher-generated Instagram posts, 2) group chat, 3) content identification tool (Green or Red Flags), 4) researcher-selected fitness influencer content, and 5) Fitbit® accounts. Participants completed surveys at baseline, weeks 4 and 8 and a subset completed a semi-structured post-intervention interview. The primary outcomes were feasibility and acceptability (e.g., enrollment, retention, engagement); changes in possible outcomes of interest for a future efficacy trial were explored as secondary outcomes (e.g., increases in PA and psychosocial constructs (e.g. self-regulation)). Benchmarks of success were predefined for each outcome (e.g., retention: more than 75% complete the intervention). Of 25 who enrolled, 23 participants (M_age = 20.3 ± 1.8 years) completed the intervention. Enrollment (75.8% > 50%) and retention (92.0% > 75%) were successful, though not all primary outcome benchmarks were achieved (e.g., engagement). PA results were mixed (MVPA and muscle-strengthening activities) and some significant improvements in self-regulation (p = 0.02, 0.005) were observed. Findings suggest preliminary feasibility and acceptability of this novel approach. Results provide an important foundation for refinements to enhance engagement prior to further testing and development.