Engagement With HPV-Related Content on Instagram: A Cross-Sectional Descriptive and Comparative Analysis of Posts Retrieved Through Four Hashtags

• Cem Yagmur Özdemir

  Department of Gynecological Oncology, Afyonkarahisar State Hospital, Afyonkarahisar, Turkey

  https://orcid.org/0000-0001-5560-2162

• Aykut Şimşek

  Meta Platforms, Software Engineering Manager, London, England

• Nayif Çiçekli

  Department of Gynecological Oncology, Erzurum City Hospital, Erzurum, Turkey

• Nagihan Özdemir

  Department of Dermatology, Faculty of Medicine, Afyonkarahisar Health Sciences University, Afyonkarahisar, Turkey

This cross-sectional descriptive and comparative study described HPV-related Instagram posts retrieved through four predefined hashtags and examined associations of current follower count, account type, caption language, and post age with like and comment counts. Publicly available posts published between March 5, 2014, and September 15, 2025, were retrieved on October 15, 2025, using Instaloader. After non-post records and duplicates were removed, 1,281 unique posts from 685 accounts were included. Negative binomial generalized estimating equation models accounted for clustering within accounts and adjusted for current follower count, post age, account type, and caption language. Account-clustered negative binomial regression was used as a sensitivity analysis. Median engagement was 3 likes (IQR, 0 to 16) and 0 comments (IQR, 0 to 1). Each doubling of current follower count was associated with higher like counts (adjusted incidence rate ratio [aIRR], 1.43; 95% CI, 1.37 to 1.50) and comment counts (aIRR, 1.43; 95% CI, 1.32 to 1.54). Each doubling of post age was also associated with higher like counts (aIRR, 1.33; 95% CI, 1.14 to 1.56) and comment counts (aIRR, 1.39; 95% CI, 1.18 to 1.64). Influencer or advocacy accounts did not differ significantly from healthcare professional accounts after adjustment, and caption language was not associated with either outcome. Sensitivity analyses were consistent. Current follower count and post age were associated with accumulated engagement, but these findings should not be interpreted as evidence of content quality, professional authority, historical visibility, or direct public health impact. 

1. Cem Yagmur Özdemir, Department of Gynecological Oncology, Afyonkarahisar State Hospital, Afyonkarahisar, Turkey

   Department of Gynecological Oncology

2. Aykut Şimşek, Meta Platforms, Software Engineering Manager, London, England

   Meta Platforms, Software Engineering Manager, London, England, Great Britain

3. Nayif Çiçekli, Department of Gynecological Oncology, Erzurum City Hospital, Erzurum, Turkey

   Erzurum City Hospital, Department of Gynecological Oncology, Erzurum, Turkey

4. Nagihan Özdemir, Department of Dermatology, Faculty of Medicine, Afyonkarahisar Health Sciences University, Afyonkarahisar, Turkey

   Afyonkarahisar Health Sciences University, Faculty of Medicine, Department of Dermatology, Afyonkarahisar, Turkey

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