#clearaligners and social media: An in‐depth analysis of clear aligners' content on Instagram

Ahmed Abdelmonem Abdelemam · Hams Abdelrahman · Mohamed G. Hassan

18 citations0/0 files storedOrthodontics and Craniofacial Research

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

Abstract

BACKGROUND AND OBJECTIVES: Clear aligners-related posts are popularized on social media platforms to educate patients and peers and to market aligners in dental practices. This study aimed to characterize the account credentials and content of the top-performing posts to understand the spread of clear aligners-related information on Instagram. MATERIALS AND METHODS: This cross-sectional web-based study analysed 13 Instagram clear aligners-related hashtags. Content analysis was performed for the "Top 10 posts" listed under the "Top" section for each hashtag within Instagram, as sorted by Instagram's algorithm. Data were analysed for the poster's background, credentials, role, post format, content, and engagement level ratio. Duplicate posts and those not relevant to clear aligners were excluded. Quantitative and qualitative analyses of the collected data were conducted. RESULTS: A total of 29 192 596 posts mentioned the selected hashtags, of which 130 posts were screened in this study. Most posts were authored by dentists (n = 84), 79.8% of them were orthodontic specialists. Self-promotional posts comprised 90.2%, while educational posts accounted for only 8.9%. Interestingly, the number of likes and comments received on posts by patients (n = 19, median = 112, IQR = 340) was significantly higher than those posted by dentists (n = 84, median = 93, IQR = 81.75) (P = .004). CONCLUSION: More than 29 million posts about clear aligners were identified on Instagram. Orthodontists are the leading authors of aligners hashtags. However, the majority of the posts are self-promotional and have nonfactual information. Social media awareness among orthodontic specialists may help provide more evidence-based content about clear aligners and can act as an interactive networking and health communication platform.

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2019Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization 2017Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing 2013A qualitative analysis of orthodontic-related posts on Twitter 2020Dermatology without dermatologists? Analyzing Instagram influencers with dermatology-related hashtags 2021The nature and accuracy of Instagram posts concerning marketed orthodontic products:2019Instagram as a social media tool about orthognathic surgery 2022Ophthalmology and Social Media: An In-Depth Investigation of Ophthalmologic Content on Instagram 2020What's in a hashtag: A content evaluation of Instagram posts related to orthodontic retention and retainers

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