Introduction/Background Social media is an increasingly powerful tool to raise awareness of gynaecological cancers and share scientific output in the field of gynaecologic oncology. Recent studies on Twitter revealed its impact on raising awareness regarding gynaecological cancers and dissemination of scientific knowledge. Through the use of images, powerful patient stories, and varied infographics, charities and the wider public and patients are raising awareness and support for gynaecological cancers on Instagram. However, the literature on the role of Instagram in gynaecological cancers is lacking. We aim to investigate the volume and content of posts regarding ovarian cancer (OC) on Instagram.
Methodology We retrieved the results on #ovariancancer Instagram query between October 2010 and May 5, 2023. The study made use of Instagram’s search feature to identify posts related to the aforementioned hashtag and this was recorded. Instagram algorithm determines and shows a number of ‘top’ posts. Our study examined the top five posts related to the hashtag in question. These were thematically analysed to identify content of the post.
Results Our query resulted in 375,072 posts. Among the top five posts during the study period, the likes ranged from 2838 to 48. Figure 1 is based on the top Instagram post, which included 26 comments. Moreover, the number of comments among the top five posts ranged from 4 to 202. The descriptions of top posts were awareness, patient education by a patient with OC, a patient sharing her struggles, OC treatment of side effects, and promotion of OC research with a patient story, respectively. It is a word cloud of comments; it shows positivity, love, praying, and hope within the comments section.
Conclusion Instagram is a platform mainly used by patients and advocates to raise awareness regarding OC. There is a potential for medical professionals and societies to increase presence on Instagram.
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