Examining the use of different message categories to communicate AMR: a content analysis of instagram posts.

Background/objectives: Antimicrobial resistance (AMR) is a major worldwide concern with severe implications for public health, contributing to almost 5 million deaths in 2019. One of the main causes of AMR is overuse and misuse of antibiotics, which can be addressed by increasing awareness and educating the public on this issue. Studies have demonstrated the potential of social media to educate the public and influence behaviour. Instagram's unique features, such as its visual nature and user-friendly interface, make it well-suited for exploring health behaviours and disseminating information on various health topics. Research shows 65.4% of young adults (18-36 years old) use Instagram as their main source of information.

Methods: This study examined AMR posts from Instagram from January 1, 2017 to July 15, 2023. In total, 4,606 images and videos were initially extracted which corresponded to 3,261 Instagram posts. After data cleaning, a final dataset of 574 posts were categorised into 6 message categories which were humour, shock/disgust/fear, personal stories/statements, educational/informative, opportunistic and advocacy.

Results: The most common post category was educational/informative (78%) and humour was the least common (2%). We also looked at the average engagement (likes) with these posts, the educational/informative category received the most likes per post (mean of 30). The fear/shock/disgust category received 25 likes per post, humour and personal stories/statements 18 and 21 respectively.

Conclusions: Our study shows Instagram has hardly been used for AMR interventions. An important population group of young adults who use Instagram as their main source of information, is missed in public health messaging on AMR.