JMIR Publications

ABSTRACT

Background:

Instagram is a social media platform that enables users to share images and videos worldwide. Some nurses have utilized Instagram to document their experiences as a nurse and have subsequently gained microcelebrity status – that is, a user who purposefully seeks to amass a substantive online following and has become recognized a niche area of interest.

Objective:

The purpose of this study was to identify the characteristics and behaviours of microcelebrity nurses who act as influencers on Instagram and use their nursing profile to gain attention and presence online.

Methods:

A qualitative, exploratory, non-participatory content analysis of media and text generated by a purposeful sample of 10 registered nurses who use Instagram and sustain a definable microcelebrity status was conducted. In the study, manifest and latent data were examined to gain an understanding of the characteristics and behaviours of nurse microcelebrity users on Instagram.

Results:

Data analysis revealed five themes of Instagram posts: (a) engaging Instagram users; (b) educational opportunities and insights; (c) nursing related humour; (d) emotions experienced by nurses; and, (e) media and narratives including patient details or work context. Messages were primarily positive in nature, however, multiple potential privacy, ethical, and professional issues were noted throughout the posted content.

Conclusions:

The findings of this study assist toward expanding current knowledge related to the use of social media platforms like Instagram, especially as related to the emergence of nurses who use this form of technology to achieve or maintain a microcelebrity status. This study calls for additional research of nurses’ attainment of microcelebrity status on social media, as well as further policy development to adequately prepare nurses to navigate social media.