Content and Engagement Among Plastic Surgeons on Instagram

Kometh Thawanyarat · Chandler Hinson · Diego A. Gomez · Mallory A. Rowley · Yelissa Navarro · Chelsea M Venditto

19 citations0/0 files storedAesthetic Surgery Journal Open Forum

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Social Media in Health Education Digital Marketing and Social Media Media and Digital Communication

Abstract

Abstract Background Patients routinely use social media to locate providers, review before-and-after photographs, and discuss experiences, making it a powerful marketing tool for plastic surgeons. A few studies have systematically evaluated plastic surgery app content. Objectives This study aims to analyze engagement levels and content posted by top plastic surgeon influencers on Instagram (Menlo Park, CA). Methods The authors conducted a cross-sectional study in February 2022 to identify the top 10 global plastic surgeons on Instagram. Influencers were ranked based on the number of followers, and their latest 20 posts were analyzed. A total of 200 posts were categorized by 2 independent trainees as one of the following: marketing, education, personal, and miscellaneous. The number of likes was recorded as a proxy for engagement, and the average engagement for each category was calculated. Results The top 10 influencers work primarily in private practice focusing on aesthetic procedures. Out of 200 categorized posts on Instagram, marketing posts had the greatest presence (64.5%), followed by personal (20%), miscellaneous (11%), and educational (4.5%). More still images were posted (56.5%) than videos (43.5%). The highest average engagement was for personal content (P = .005). No significant differences in engagement levels were found between photo and video content (P = .24). Conclusions Although most content posted related to marketing efforts, many influencers were also using social media to post about their personal lives and promote their ancillary businesses. Although marketing content was the most common, engagement levels were the highest for personal and educational content, and no significant differences in engagement were found between videos and photos.

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2017Social media usage among health care providers 2017Social Media and the Plastic Surgery Patient 2013Social Media Use and Impact on Plastic Surgery Practice 2017Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing 2018An Analysis of Plastic Surgeons’ Social Media Use and Perceptions 2018The Ethical and Professional Use of Social Media in Surgery: A Systematic Review of the Literature 2019The Public’s Preferences on Plastic Surgery Social Media Engagement and Professionalism: Demystifying the Impact of Demographics 2017The Ethics of Sharing Plastic Surgery Videos on Social Media: Systematic Literature Review, Ethical Analysis, and Proposed Guidelines

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