Assessment of social media use as an educational intervention on antimicrobial resistance targeted at nurses

To assess social media user engagement with educational strategies aimed at raising nurses' awareness of antimicrobial resistance (AMR) and the Antimicrobial Stewardship Program (ASP).

A prospective study conducted between October 2023 and October 2024 using data from the Brazilian Nurses Network Tackling Antimicrobial Resistance (REBRAN) on Instagram®. Engagement was measured biweekly using platform metrics, including followers, impressions, views, reach, and interactions. The correlation between REBRAN membership, follower growth, and the highest-engagement content was analyzed using descriptive statistics and Pearson's correlation coefficient.

The number of members increased from 214 to 436 (136%), and the number of followers increased from 507 to 1,500, with a strong positive correlation (r = 0.97). Playful content, such as analogies with movies and commemorative dates, generated greater engagement than technical content. The best performance occurred in June 2024, with 15,000 impressions, 209 views, and a reach of 7,400 accounts.

Playful and interactive content on social media promotes user engagement regarding AMR, increasing awareness and encouraging evidence-based practices in ASPs.