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#PRS: A Study of Plastic Surgery Trends With the Rise of Instagram

Kometh Thawanyarat · Chandler Hinson · Diego A. Gomez · Mallory A. Rowley · Yelissa Navarro · Chandler E. Johnson +1 more

38 citations0/0 files storedAesthetic Surgery Journal Open Forum

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Social Media in Health Education Digital Marketing and Social Media Body Image and Dysmorphia Studies

Abstract

Abstract Background Instagram (Menlo Park, CA) has become a popular means of advertisement for aesthetic surgery procedures, influencing patients’ likelihood of undergoing a procedure. In this study, the authors aim to explore public interest in aesthetic procedures before and after the Instagram platform started gaining in popularity through Google Trends (Google, Mountain View, CA), a platform with previously demonstrated utility for tracking interest in surgical procedures. Objectives The authors hypothesize that as a result of increased medical marketing on Instagram, there is an increase in public interest in elective procedures of plastic surgery. Methods Trends in the United States for given search terms and volumes were gathered through Google Trends between April 2004 and January 2022. Search terms included popular aesthetic procedures based on the 2020 Aesthetic Plastic Surgery National Data Bank Statistics. The search volumes were normalized, and a bivariate regression analysis of panel data was then applied to the aggregate trendlines to determine whether a statistically significant change in search volume occurred following the increase in user traffic of the Instagram platform. Results The authors found significant variations in search volume for plastic surgery procedures before and after April 2012. Blepharoplasty, Botox, brachioplasty, breast implant removal, breast reduction, brow lift, butt lift, hair transplantation, lip augmentation, male breast surgery, mastopexy, mentoplasty, otoplasty, platysmaplasty, rhinoplasty, and thighplasty (P < .000) had statistically significant increases in search volume, whereas buccal fat removal (P = .003) had a statistically significant decrease in search volume after April 2012. Conclusions The authors observed a significant increase in public interest in both surgical and nonsurgical aesthetic procedures after Instagram gained popularity in the April of 2012.

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References

2019Influence of Social Media on the Decision to Undergo a Cosmetic Procedure 2017Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing 2016#PlasticSurgery 2017A Primer on Social Media for Plastic Surgeons: What Do I Need to Know About Social Media and How Can It Help My Practice?2018Plastic Surgery Faces the Web: Analysis of the Popular Social Media for Plastic Surgeons 2020Influence of Social Media on Cosmetic Procedure Interest.

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