The Role of Providers and Influencers in the Use of Social Media as Solace for Psoriasis: Qualitative and Quantitative Study

BACKGROUND: Psoriasis is a multisystem chronic inflammatory skin disease and is a relatively common disorder in children and adults. The burden of psoriasis impacts both the physiological and psychological areas of one’s life. Given the robust use of the internet and social media, patients have turned to Instagram for educational and social support to discuss psoriasis. OBJECTIVE: This study aimed to characterize how patients interact with Instagram to cope with the biopsychosocial aspects of psoriasis. We analyzed journals and organizations, and compared them with the public profiles of individuals diagnosed with psoriasis who provided information and refuge. Our goal was to identify how followers engaged and what type of content they were most receptive to in terms of psoriasis. METHODS: All journals and organizations representing psoriasis were selected for review. The top 10 public profiles of individuals diagnosed with psoriasis were also selected for comparison. The numbers of followers, followings, and posts were noted to evaluate popularity. The numbers of likes and comments were also recorded to understand engagement. RESULTS: On comparing journals and organizations to public profiles, we found that the former had a greater number of followers but engaged less with the audience on Instagram based on the number of profiles they followed. Profiles of individuals with psoriasis produced content that was more personal and relatable, including experiences with flares, motivational text, and emotional support. The content produced by journals and organizations was geared toward education and providing peer-reviewed resources and commentary from licensed health care professionals. Followers were more engaged via “likes” than “comments” on the Instagram profiles of journals and organizations, as well as the public profiles of individuals diagnosed with psoriasis. CONCLUSIONS: There was evident online presence of journals and organizations, and public profiles of individuals providing content regarding psoriasis on Instagram. However, there were distinguishing features for the type of content being produced. Journals and organizations took the traditional approach in providing evidence-based information, whereas the public profiles of individuals provided content related to the psychosocial needs of the psoriasis community. The 10 profiles of individuals provided posts involving creativity and real experiences, which were evidently well-received based on “likes” and “comments.” This research helps us appreciate what the audience on Instagram is looking for to further address how we can merge these needs to provide a holistic platform on Instagram for both providers and patients. Social media creates a space for collaboration, which can be advantageous for journals and organizations to work with patient volunteers from diverse backgrounds who can help build a therapeutic alliance and public presence on Instagram with their viewers in order to deliver medical peer-reviewed information.