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Video: If You Want To Make An Effective Vaccination Post, Tell A Story
If you want to make an effective vaccination post, tell a story
Social media posts aimed at increasing vaccination coverage against human papillomavirus (HPV) vaccine will be more successful if done in the form of personal stories. This is the conclusion reached by scientists from Drexel University, who analyzed a large number of posts on Instagram.
Photo: Lucy Martin / YouTube /
Social media posts aimed at increasing vaccination coverage against human papillomavirus (HPV) vaccine will be more successful if done in the form of personal stories. This conclusion was made by scientists from Drexel University, who analyzed a large number of posts on Instagram.
The study, published in Health Education and Behavior, is an analysis of 360 randomly selected Instagram posts from a pool of 3,378 English-language HPV vaccine posts. There were more anti-vaccination posts than vaccine support posts (56%), and they tended to have a narrative structure and showed much higher engagement, including the number of “likes” (86 versus 24 on average).
The majority of vaccine-supporting posts (61%) contained useful information about the vaccine, and only 45% were personal stories. The researchers are confident that the attractiveness of posts in support of vaccinations will increase if information and evidence are in the form of storytelling.
The study also helps to understand the prevalence of anti-vaccination sentiment on Instagram.
“In recent years, we have seen an upsurge in misleading vaccination messages and related disinformation spread through social media. Exploring the nature of the high performance of these messages on the Internet will help improve evidence-based vaccination messages to improve public health,”said Philip M. Massey, senior author of the study.
Scientists consider Instagram, with its 500 million daily active users, an excellent platform for conveying essential health information.
The new study is an extension of the team's work on the impact of social media on HPV vaccination. So, the publication of 2016 was devoted to the analysis of 193,379 tweets about vaccination against HPV, 39% of them were classified as positive, and 25% - negative. In February 2018, a study was published on how and when healthcare professionals tweet about HPV vaccinations. The researchers are now planning to use large-scale data to determine the effectiveness of narrative HPV vaccination Twitter posts versus informational ones.
HPV, one of the most common sexually transmitted infections, can cause six different types of cancer in women and men. Despite the WHO recommendation to vaccinate all children aged 11-12 years, in Russia vaccination against HPV is not currently included in the National Vaccination Schedule.
The benefits of the HPV vaccine in the prevention of several cancers in boys and girls have been scientifically proven. However, the anti-vaccination movement has seriously strengthened its position in recent years with bots and group efforts to spread false information across online communities, according to a 2017 study published in Human Vaccines and Immunotherapeutics.