“It is more than just Sunscreen”: Analyzing skin cancer narratives on Instagram (Preprint)

BACKGROUND Skin cancer is among the deadliest forms of cancer in the United States. The American Cancer Society reported that 3 million skin cancer cases could be avoided every year if individuals are more aware of the risk factors related to sun exposure and other forms of prevention. Social media platforms may serve as potential intervention modalities that can be employed to raise public awareness of several diseases and health conditions, including skin cancer. Social media platforms are efficient, cost-effective tools for health-related content to reach a broad number of individuals who are already using the spaces in their day-to-day personal lives. In 2010, Instagram was launched, and it is now utilized by 1 billion users, of which 90% are under the age of 35 years. Despite previous research highlighting the potentiality of image-based platforms in skin cancer prevention and the popularity of Instagram to raise awareness, yet there is still a lack of studies describing skin cancer-related content on Instagram. OBJECTIVE The current study aims to describe skin cancer-related content on Instagram, including the origin (i.e., source characteristics) and attributes of these social media posts (i.e., content characteristics). The study also seeks to reveal content themes in terms of skin cancer risks, treatment, and prevention. METHODS Through Crowdtangle, a tool owned and operated by Facebook, which tracks engagement of the publicly available content on Facebook pages, subreddits, and Instagram accounts, we retrieved content from publicly available accounts on Instagram for the 30 days preceding May 14, 2021. Out of 1,000 posts reviewed, N=592 (59.2%) met the inclusion criteria and were human coded and analyzed. Two raters coded the posts independently. RESULTS Profiles representing organizations were slightly more common than individual accounts: n=321 vs 256 (54% vs 43%). The type of media included in the posts varied, with posts containing photos occurring more frequently (n=315, 53%), compared to posts containing infographics (n=233, 39%), or videos (n=85, 14%). Melanoma was the most mentioned type of skin cancer (n=252, 43%). Prevention methods were discussed in Instagram posts more often than risk factors (n=404, 68%) vs (n=271, 46%). Only 80 out of 592 posts (14%) provided a citation from a medical source. CONCLUSIONS This study’s findings highlight the potential role of Instagram as a platform for improving awareness of skin cancer risks and the benefits of prevention practices. We believe social media is the most promising venue for researchers and dermatologists to dedicate their efforts and presence in widely reaching the public to educate about skin cancer and empower prevention.