Pediatric Influencers on Instagram: Health Communication and Promotion of Child Health
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Abstract
Introduction: Scientific dissemination has found an effective tool in social media to adapt to the new interaction uses of predominantly young audiences. In this context, influencers play a crucial role by creating and sharing curated content, building follower communities, and becoming opinion leaders. Methodology: The objective of this descriptive research is to determine the degree and impact of health dissemination on Instagram by pediatric influencers. The 20 most relevant pediatric influencer profiles in Spain were identified and analyzed, evaluating quantitative and qualitative metrics related to their profiles and content. Results: The results indicate a strong relevance and reach of these profiles on Instagram. Most influencers are young women with predominantly female and young followers. 92% of their content is dedicated to health dissemination, with a clear focus on baby care. The analyzed profiles accumulate a total of 1.769.200 followers. Discussion and Conclusions: The research confirms the importance of pediatric influencers in the dissemination of reliable and accessible health information. Despite their relevance, health experts and organizations do not frequently comment on their activity. The work of these influencers is fundamental to combating health misinformation on social media. The identification and analysis of pediatric influencer profiles reveal a high volume of followers and a reliable and trustworthy dissemination of health information. This data is useful for public and private health sector entities to base future health promotion plans on social media on the actions of these influencers.
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Ministerio de Ciencia e Innovación
Grant numbers PID2022-140183OB-100
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