Type and reliability of information about coronavirus most frequently shared by social media users

OBJECTIVE: To identify, investigate and categorize the most frequently shared content related to COVID-19 by social media users. METHODS: The BuzzSumo analytic tool was used to identify the most frequently shared content about COVID-19 between July and August 2020. They were then analyzed and classified into eight main categories according to their topic. RESULTS: Among 120 articles that were shared 6,189,187 times in total during the analyzed period, the most popular were those that referred to methods for decreasing COVID-19 spread and characteristics. No myths or misinformation were found in the most frequently shared articles. The most popular content included humorous yet educational videos. CONCLUSIONS: The most frequently shared content by social media users is reliable and refers to prevention in the first place. As humorous videos about prevention attracted the most attention, it seems an attractive and potentially effective strategy to foster online preventive behaviors during the pandemic. LAY SUMMARY: The most popular articles that were shared more than 6 million times in total during the analyzed period of time referred methods for decreasing COVID-19 spread and COVID-19 characteristics. The Internet and social media provide countless opportunities and audiences to deliver accurate knowledge and recommendations on COVID-19 and may contribute to fostering preventive and responsible behaviors.