Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance.

Background: Antimicrobial resistance (AMR) is a major global health issue heavily influenced by human behavior. Effective communication and awareness-raising are crucial in curbing AMR, with social network sites (SNSs) significantly shaping health behaviors. Despite their potential, current analyses of AMR on SNSs have focused mainly on top-down communication initiatives.

Objective: This study aims to examine AMR on Instagram (Meta Platforms), identifying key actors, content themes, and the nature of the communication to understand how AMR is portrayed and perceived.

Methods: Based on the sender-message-channel-receiver model, this study used content analysis to review publicly accessible posts on Instagram. The data refer to 24 months, focusing on the hashtag "#antibioticresistance." After cleaning the data, 610 posts (10% of the total 6105) were analyzed.

Results: Content creators were predominantly information drivers or professionals in science and health. Posts frequently featured text-dominated visuals or images of bacteria and laboratory tests. However, the AMR posts were found to be siloed, with limited engagement beyond specific interest groups. The study highlighted the neutrality and accuracy of the content but noted the challenge of reaching a broader audience.

Conclusions: While Instagram serves as a platform for accurate and informative AMR communication, the post of it remains confined to niche groups, limiting its broader impact. To enhance engagement, AMR discussions should be integrated into more general interest content, use visually compelling formats, and encourage institutional participation and interactive user engagement.