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Related Experiment Videos

Professional Instagram Use by Ontario Plastic Surgeons: Content Patterns and Engagement by Practice Setting.

Alice Wang1, Patrick J Kim2, Tracy Xiong3

  • 1Department of Medicine, McMaster University, Hamilton, Ontario, Canada.

Plastic Surgery (Oakville, Ont.)
|June 25, 2026
PubMed
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Plastic surgeons on Instagram show practice-specific posting habits. While cosmetic content is common, academic and reconstructive posts receive higher engagement, indicating a potential mismatch in content strategy for plastic surgery social media.

Area of Science:

  • Plastic Surgery
  • Social Media Analysis
  • Digital Marketing in Healthcare

Background:

  • Social media platforms like Instagram are increasingly utilized by plastic surgeons.
  • Understanding variations in content and posting behaviors across different practice settings is crucial for effective communication.
  • Current knowledge on how practice setting influences Instagram content and audience engagement among plastic surgeons is limited.

Purpose of the Study:

  • To characterize the Instagram posting patterns and audience engagement of plastic surgeons in Ontario.
  • To compare content types and clinical domains posted by academic versus community plastic surgeons.
  • To identify differences in engagement rates based on practice setting and content characteristics.

Main Methods:

Keywords:
Engagement rateInstagramonline contentplastic surgeonsposting patternspractice settingsocial media

Related Experiment Videos

  • An observational, cross-sectional study analyzed publicly available Instagram profiles of Ontario-based plastic surgeons.
  • Data included up to 30 posts per surgeon (posted after January 1, 2020), coded for content type and clinical domain.
  • Statistical analyses (Chi-square, Kruskal-Wallis, ANOVA) were employed to assess associations between surgeon characteristics, posting patterns, and engagement.

    • Main Results:

    • Of 261 plastic surgeons, 86 (33%) had professional Instagram profiles, contributing 2032 posts.
    • Pre-/post-procedure results (32%) and facial aesthetics (20%) were the most frequent content types and domains.
    • Academic surgeons posted more research and reconstructive content, while community surgeons focused on advertising and facial aesthetics. Engagement was highest for academic surgeons, personal posts, and craniofacial content.

    Conclusions:

    • Instagram usage among plastic surgeons differs significantly based on practice setting.
    • Cosmetic procedures dominate Instagram content, yet academic and reconstructive content garners higher engagement.
    • Content-practice mismatches exist, suggesting a need for further research before developing specific social media recommendations for plastic surgeons.