Dermatologist influencers on social media: Instagram Reels and TikTok interactive short videos

Szeto, Mindy D; Presley, Colby L.; Pulsipher, Kayd J.; Harp, Taylor; Rundle, Chandler W.; Sivesind, Torunn; Laughter, Melissa R.; Dellavalle, Robert P.

doi:10.1016/j.jaad.2021.04.052

Cited by 22 publications

(19 citation statements)

References 5 publications

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“…This concept is intriguing, as these short-clip videos are the backbone of the fast-growing platform TikTok. Plastic surgeons should engage in Instagram reels, especially given recent governmental regulatory of the TikTok platform 54…”

Section: Discussionmentioning

confidence: 99%

“…Plastic surgeons should engage in Instagram reels, especially given recent governmental regulatory of the TikTok platform. 54 In summary, the following take-home messages are of interest for plastic surgeons the term "Bell palsy" must not be tagged excessively but only in diagnosed cases, plastic surgeons should engage in TikTok when aiming for maximizing the effects of FPAW, plastic surgeons should particularly highlight their board certification and academic qualification on Facebook, Instagram holds enormous potential when adding evidence-based captions to catchy images, @drazizzadeh and @facialparalysisinstitute have underscored the importance of a determined SoMe commitment to FP, and reels and interaction between profile host and followership are promising vehicles to increase user engagement (Fig. 4).…”

Section: Discussionmentioning

confidence: 99%

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The Rise of Facial Palsy on Social Media Over the Last 5 Years

Knoedler

Chartier

et al. 2022

Journal of Craniofacial Surgery

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Background: Social media (SoMe) has become a powerful platform for distributing health information. Facial palsy (FP) results in functional and social impairment and lowers quality of life. Social media may help to raise awareness of FP sequalae. This study aims to determine the FP information growth on SoMe platforms and parameters that influence user engagement on FP content. Methods: Five commonly used SoMe platforms (Facebook, Instagram, TikTok, Twitter, and Reddit) were analyzed. Data on 18 FP hashtags and their social interaction parameters (posts, likes, reaches, comments, shares, language, and country of origin) over the past 5 years (July 31, 2016, to July 31, 2021) were collected. In-depth account analysis was performed on the 5 most popular Instagram profiles associated with FP. Results: The annual growth curve was positive on each platform. Facial Palsy Awareness Week 2021 trended best on TikTok. Facebook accumulated 315,411 likes and 1,922,678 reaches on 8356 posts. On Instagram, 24,968 posts gathered 4,904,124 likes and 9,215,852 reaches. TikTok users interacted on 3565 posts, accumulating 4,304,155 likes and 4,200,368 reaches. The implementation of reels (P<0.001) and the profile host interacting with their followers by liking (P<0.001) and replying (P<0.001) to users’ comments significantly increased the engagement rate. Conclusions: Facial palsy is of increasing interest on SoMe. Facial palsy surgeons may post reels, interact with their community, and engage into FPAW to promote user engagement.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

The Rise of Facial Palsy on Social Media Over the Last 5 Years

Knoedler

Chartier

et al. 2022

Journal of Craniofacial Surgery

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“…S-commerce is characterized by electronic commerce through social networks and has innovated the way consumers and companies have conducted their business (Esmaeili and Hashemi, 2019;Kanani and Glavee-Geo, 2021). Instagram has made marketing strategies possible for organizations through a set of tools that support strategies and promote user engagement, as can be seen with: feed, stories, IGTV, reels, live streaming, paid traffic and metrics (Corrêa, 2018;Addo et al, 2021;Shah et al, 2021;Szeto et al, 2021;David et al, 2022). Table 1 presents the summary of these tools.…”

Section: Instagram Toolsmentioning

confidence: 99%

“…Intended for the creation of short (up to 15 seconds) videos, with sound and visual effects. Enables the creation of organic content stimulating engagement with the target audience (Szeto et al, 2021).…”

Section: Reelsmentioning

confidence: 99%

Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

Elias

Reis

Delfino

et al. 2022

ECIE

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The COVID-19 pandemic significantly influenced the purchasing behavior of consumers, who began to see in the tools available in the virtual environment the necessary allies to satisfy their consumption desires. Given the relevance achieved by the virtual environment, organizations began to explore more intensively the various digital platforms to enhance their reach to their customers. The traditional electronic commerce then evolved into what we call Social Commerce (S-commerce), which allowed a substantial increase in the way of interacting and promoting sales. Despite the limitations and incipient studies on how organizations use their strategies and explore digital media tools to leverage sales, it is perceived as relevant to understand how the process of joining these organizations to digital media and the influence they have passed to exercise in the reformulation of its strategies and business models. Focusing on the Instagram environment, the objective of this research is to characterize the sales strategies used by three female-owned enterprises, through Instagram, during the pandemic by COVID-19. As a methodological research strategy, the study of multiple cases was used. Three Brazilian female-owned enterprise were analyzed, being: a jewelry company, a women's adult footwear company and a beauty salon. The entrepreneurs responsible for the companies were submitted to a semi-structured questionnaire, which was conducted in loco. As a result, it was observed that the most used Instagram tools are feed resources, stories and metrics. On the other hand, the sales strategies most used by entrepreneurs were e-WOM, recommendations and feedbacks and, finally, encouraging user participation. In conclusion, it was noticed that both the entrepreneur and the company that wants to implement sales strategies in digital media, need to understand the functions and objectives of the set of tools made available by Instagram. Once the functionalities present in these resources are understood, entrepreneurs and managers can formulate their strategies in an assertive way, being more efficient in their commercial transactions, since the actions aim to promote involvement with the public that follows the business. Instagram proved to be a tool with great potential for business in the female sector.

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“…Although these came amid TikTok's success, Reels has been found to be rising against its competitor. One study from Szeto et al (2021) compared the engagement of dermatologists on Reels and TikTok. While TikTok accounts gained a higher average number of followers, Instagram Reels accounts had higher median engagement levels, which was hypothesized to be due to the platform's long history with sharing photos and videos (Szeto et al, 2021).…”

Section: The Rise Of Tiktok and The Short Video Formatmentioning

confidence: 99%

Getting a Feel of Instagram Reels: The Effects of Posting Format on Online Engagement

Liang

Wolfe

2022

J Stud Res

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This study analyzed the effects of posting format on an Instagram post’s engagement. Posting formats, including pictures, videos, and Reels, are different ways of sharing content on Instagram. Prior research shows that short-form content has grown in recent years, spurring formats such as Instagram Reels. Nevertheless, a comparison of short-form content and traditional posting formats had not yet been observed. Quantitative data was collected through the content analysis method, which analyzed Instagram posts from small jewelry business accounts. Reels were found to receive the highest average engagement, allowing posts to gain more likes and comments than pictures and videos. However, limitations included the presence of outliers and the narrow scope of studied accounts. By utilizing these findings, struggling business accounts on Instagram may be able to increase the likes and comments of their posts more efficiently, ultimately increasing the chances of their success on the platform.

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Dermatologist influencers on social media: Instagram Reels and TikTok interactive short videos

Cited by 22 publications

References 5 publications

The Rise of Facial Palsy on Social Media Over the Last 5 Years

The Rise of Facial Palsy on Social Media Over the Last 5 Years

Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

Getting a Feel of Instagram Reels: The Effects of Posting Format on Online Engagement

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