Social media and orthodontics: An analysis of orthodontic-related posts on Instagram

Abstract

Objective: The objective of this study was to determine the quality and content of orthodontic-related posts on Instagram.

Materials and methods: Eight orthodontic-related 'hashtags' were determined, and a total of 240 posts divided into 30 posts from each hashtag were investigated at two different time periods. Duplicate and unrelated posts were excluded from the study.

Results: A total of 227 Instagram posts (182 photographs, 45 videos) were analysed at two evaluation periods. The number of deleted Instagram posts was 13 and all were photographs. Most educational content was liked in the #orthodontics hashtag of the eight determined hashtags (p < 0.02). Most posts were shared for advertising purposes by other hashtags. Most posts were shared by dental professionals (152 posts). The group that shared the least number of posts were the dental companies (seven posts).

Conclusions: It was noted that Instagram is mainly used by dental professionals rather than for advertising purposes. Orthodontists should be aware of the content of social media platforms and educate and direct their patients towards correct and reliable Instagram resources.