Framing Nutrition Messages for Audience Engagement: Insights from Institutional Social Media Communication.

Abstract

Social media has become a key platform for disseminating nutrition information, making it important to understand what content is associated with greater public interaction. This study examined how the subject, message framing, and visual format of food and nutrition-related Facebook posts are associated with audience interaction, specifically organic reach and engagement. We analyzed 341 Facebook posts published by DOST-FNRI, a government-run food and nutrition research institution, from January 1, 2024, to September 30, 2025, using data obtained from the Meta Professional Dashboard. Descriptive statistics and chi-square tests were employed for the analysis. Over the 21-month study period, the posts reached 3.1 million unique users and generated nearly 70,000 engagements. Audience interaction peaked during Nutrition Month (July) and National Breastfeeding Awareness Month (August). Posts featuring practical nutrition tips, recipes, and survey data were more frequently associated with higher reach and engagement levels compared to institutional activity-oriented content. Hedonically framed and image-based posts were likewise associated with higher audience interaction than utilitarian or video content. Findings highlight that audience-centered, emotionally engaging, and visually accessible communication enhances audience engagement on social media. Integrating evidence-based content with relatable framing and accessible presentation may support institutional efforts to translate food and nutrition science into actionable public knowledge.