Assessing the Reach and Engagement Effectiveness of Disseminating Food and Nutrition Information on Social Media Channels

Abstract

This study utilized Facebook and Instagram as communication channels for disseminating evidence-based food and nutrition information to low-income adults. From February 2021 to October 2022, 442 identical posts were shared across both platforms for audience reach and engagement. Posts were categorized in two ways: hedonic and three levels of utilitarian (informative, convenience, utility), based on widely applied social media uses and effects theory (Uses and Gratifications Perspective); and food/nutrition topics (dietary guidance, mealtime behaviors, recipes, food resource management, health behaviors, and community building). From predominantly image-based posts (82.6%), reach and engagement for Instagram (136,621 versus 6096, respectively) outperformed Facebook (83,275 versus 1276, respectively). Analysis of covariance of rank-order reach and engagement metrics (likes, replies, shares) showed Facebook engagement was consistent across hedonic and utilitarian categories while Instagram showed highest reach and engagement for utilitarian posts, especially those emphasizing food affordability. Facebook and Instagram differed in which food/nutrition topics achieved maximal reach and engagement. Fifteen posts were randomly selected for qualitative analysis to identify features reflecting engagement levels. Low-engagement posts featured low-color-contrast or less-appealing images, especially on Instagram. This study offers insights for practitioners and researchers aiming to use social media to promote healthy food and nutrition.