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Content and Engagement Among Plastic Surgeons on Instagram

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...

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Autores principales: Thawanyarat, Kometh, Hinson, Chandler, Gomez, Diego A, Rowley, Mallory A, Navarro, Yelissa, Venditto, Chelsea M
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Oxford University Press 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9898873/
https://www.ncbi.nlm.nih.gov/pubmed/36751431
http://dx.doi.org/10.1093/asjof/ojac096
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author Thawanyarat, Kometh
Hinson, Chandler
Gomez, Diego A
Rowley, Mallory A
Navarro, Yelissa
Venditto, Chelsea M
author_facet Thawanyarat, Kometh
Hinson, Chandler
Gomez, Diego A
Rowley, Mallory A
Navarro, Yelissa
Venditto, Chelsea M
author_sort Thawanyarat, Kometh
collection PubMed
description 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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spelling pubmed-98988732023-02-06 Content and Engagement Among Plastic Surgeons on Instagram Thawanyarat, Kometh Hinson, Chandler Gomez, Diego A Rowley, Mallory A Navarro, Yelissa Venditto, Chelsea M Aesthet Surg J Open Forum Original Article 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. Oxford University Press 2023-01-02 /pmc/articles/PMC9898873/ /pubmed/36751431 http://dx.doi.org/10.1093/asjof/ojac096 Text en © The Author(s) 2023. Published by Oxford University Press on behalf of the Aesthetic Society. https://creativecommons.org/licenses/by/4.0/This is an Open Access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Original Article
Thawanyarat, Kometh
Hinson, Chandler
Gomez, Diego A
Rowley, Mallory A
Navarro, Yelissa
Venditto, Chelsea M
Content and Engagement Among Plastic Surgeons on Instagram
title Content and Engagement Among Plastic Surgeons on Instagram
title_full Content and Engagement Among Plastic Surgeons on Instagram
title_fullStr Content and Engagement Among Plastic Surgeons on Instagram
title_full_unstemmed Content and Engagement Among Plastic Surgeons on Instagram
title_short Content and Engagement Among Plastic Surgeons on Instagram
title_sort content and engagement among plastic surgeons on instagram
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9898873/
https://www.ncbi.nlm.nih.gov/pubmed/36751431
http://dx.doi.org/10.1093/asjof/ojac096
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