Speaker
Description
Authors: Elizabeth Zimmermann (Universität Greifswald), Samuel Tomczyk (Universität Greifswald)
Background: Social media platforms like Instagram present unique opportunities for prevention due to their widespread use and interactive features that encourage user engagement, particularly among adolescents. However, research on purposefully utilizing Instagram for health promotion remains scarce. This pilot study evaluates the feasibility of the "leduin" program to leverage Instagram to foster essential life skills and functional social media use among adolescents.
Methods: Following Bowen’s feasibility framework, a mixed-methods approach is applied. Quantitatively, recruitment efforts as well as Instagram interaction metrics such as story views, retention rates, engagement with specific features (e.g., polls, quizzes), and drop-off rates were analyzed to evaluate engagement of 99 participants aged 14 to 18. Qualitatively, 13 semi-structured interviews were conducted post-implementation to explore participants’ experiences using qualitative content analysis.
Results: Quantitative results indicate that the recruitment process was challenging, with extensive efforts leading to relatively low participation. On Instagram, the program had an initial drop in story views, but maintained participant interest over the remaining 10 weeks (with average retention rates of 84%). Features requiring minimal user effort showed higher engagement rates than those requiring more input. Qualitative findings revealed that adolescents valued the program, its design and methods for its relevance to their daily lives and support in developing life skills.
Discussion: The study highlights the importance of realizing the potential of various Instagram features and content posting schedules to meet adolescent preferences. Challenges in effectively reaching the target group emphasize the need for targeted recruitment strategies and optimizing initial content to boost engagement.
| Conflict of interest | The authors declare that there are no conflicts of interest. |
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