Accepted for/Published in: JMIR Formative Research
Date Submitted: Jun 17, 2024
Date Accepted: Jan 29, 2025
Instagram Posts Promoting Colorectal Cancer Awareness: Content Analysis of Themes and Engagement During Colorectal Cancer Awareness Month
ABSTRACT
Background:
Colorectal cancer (CRC) is a leading cause of cancer-related deaths worldwide, with early detection and screening being critical for reducing mortality. Social media platforms like Instagram offer a unique opportunity to raise awareness about CRC, particularly during designated awareness months. However, there is limited research on the effectiveness of CRC-related content on Instagram.This study aims to analyze the content and engagement of Instagram posts related to colorectal cancer during Colorectal Cancer Awareness Month, with a focus on identifying prevalent themes and assessing the impact of these posts on user engagement.
Objective:
This study aims to analyze the content and engagement of Instagram posts related to colorectal cancer during Colorectal Cancer Awareness Month, with a focus on identifying prevalent themes and assessing the impact of these posts on user engagement.
Methods:
A total of 150 Instagram posts were collected and analyzed based on their use of specific hashtags related to colorectal cancer awareness (#colorectalcancer, #colorectalcancerawareness, #colorectalcancerawarenessmonth) during March 2024. The posts were categorized into themes such as screening/early detection, symptoms, general awareness, risk factors, individual’s experiences, representation of non-white communities, and representation of women. Engagement metrics, including the number of likes and comments, were also analyzed. Two researchers independently coded the posts, achieving high inter-rater reliability (Cohen’s kappa = 0.93).
Results:
Organizational accounts were more active, contributing 82% (n = 123) of the posts, compared to 18% (n = 27) from individual users. The most frequently mentioned theme was screening/early detection, which made up 37% (n = 56) of all posts. General awareness came in second at 19% (n = 29), and risk factors came in third at 12% (n = 18). Posts about individual experiences and general awareness received the highest engagement, indicating the effectiveness of personal narratives and broad informational content. Themes related to symptoms and representation of non-white communities and women were underrepresented.
Conclusions:
This study highlights the potential of Instagram as a platform for promoting colorectal cancer awareness, particularly through posts about screening and early detection and personal experiences. However, there is a need for more inclusive and diverse content to ensure a broader reach and impact. Clinical Trial: N/A
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