The divulgation of health content on Instagram: analysis of specialized influencers
DOI:
https://doi.org/10.31637/epsir-2025-1334Keywords:
health communication, specialized influencers, divulgation, specialized content, Instagram, disinformation, health apps, fake newsAbstract
Introduction: In recent years, the popularity of health-related information on Instagram has grown significantly. At the same time, the number of influencers without health qualifications has increased, alongside health opinion leaders with a scientific background who combine their communication skills with specialized knowledge. Methodology: This study uses an exploratory methodology and involves content analysis of four professional health profiles on Instagram with over 400,000 followers. Both quantitative and qualitative variables from these profiles were analyzed to provide an overview of the activity of these experts on the social media platform. Results: The results show that followers of these influencers appreciate the content they post. Additionally, their interactions demonstrate trust in the content creators and the information they share. Discussion: The study highlights the growing influence of health professionals on Instagram, emphasizing how their expertise and communication skills enable them to effectively connect with a broad audience. Conclusions: Followers of health influencers on Instagram trust the information they share, reflecting the significant role these influencers play in disseminating medical advice on the platform.
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