Given the popularity and reach of Instagram among American adolescents and young adults (AYA), the well-known influence of social media on the behaviors of youth, and the rising rates of melanoma in this age group, this study sought to examine and describe the content of a sample of Instagram posts related to skin cancer. At three different times, a search of Instagram was conducted using #skincancer as the hashtag. Descriptive analyses of Instagram characteristics and content was performed. Overall, content focused on prevention (33.3%), skin cancer treatment (29.3%) and preventive measures such as using sunscreen and protective gear (29.3%). Nearly one-quarter discussed the ABCDEs (Asymmetrical; Borders are irregular; Color is not even; Diameter is large; Evolving) of screening and detection. Instagram postings that covered skin cancer prevention (n = 50, 33.3%) more often discussed the role of sun exposure in the development of skin cancer (28.0% vs. 10.0%, p = 0.005) and use of sunscreen and protective gear (62.0% vs. 13.0%, p < 0.001). The findings of this study indicate that a considerable portion of the Instagram posts included in this study focused on prevention. Thus, indicating that Instagram could be used to promote health, particularly among AYA.
Keywords: Instagram; skin cancer; social media.
© 2020 Walter de Gruyter GmbH, Berlin/Boston.