Lung cancer education on social media: use patterns and content preferences from a cross-sectional study

Social media is increasingly used by patients, caregivers, and clinicians to access and share cancer-related information. This study examined how individuals use social media for lung cancer education and their preferences.

A cross-sectional survey was conducted on Instagram using interactive story features (polls, open-response questions) over three weeks (August to September 2025). Voluntary participation implied consent. Respondents provided demographic data and responses about social media use, content preferences, trust, and impact.

Among 182 respondents, 37% were patients, 31% caregivers, 23% clinicians, and 9% others; most were female (78%), ages 25-44 years (65%) and living in North America (75%). Social media use for lung cancer information was common, particularly on Instagram, with 66% following cancer-related accounts. Respondents preferred content from patients/survivors and practicing clinicians. Short videos/reels, patient stories, and infographics were the most favored formats, with 97% reporting diagrams/animations improved understanding; 93% reported trust in social media content and that posts improved clarity on cancer types and treatments; 70% self-reported that social media influenced a behavior and 67% reported it increased confidence in discussing care. Open response answers highlighted social media as a source of education, hope, peer connection, empowerment, and timely updates, and interest in future content on emerging therapies, conference insights, care navigation, survivorship, and personalized topics.

Respondents frequently sought information from clinicians, with concise visual formats, and reported tangible benefits for confidence and health behaviors. Social media may offer a scalable platform for delivering real-time education on lung cancer.