1. Introduction

Social media platforms have become an integral part of our daily lives [1]. From Facebook to Instagram, Twitter to TikTok, we use social media to connect with family and friends, stay up-to-date with news and current events, and share our experiences and opinions. Social media has also become a powerful tool for health promotion. By leveraging the vast reach and influence of social media, healthcare professionals can engage with patients and the general public, disseminate health information, and promote healthy behaviours [2].

Social media plays a critical role in health promotion and health policy by raising awareness, facilitating behaviour change, engaging communities, gathering data and promoting advocacy and activism [3]. Social media has become an increasingly important tool for health promotion and policy changes by providing new opportunities for reaching and engaging with diverse audiences [4]. In recent years, social media has emerged as a powerful tool for communication and information-sharing. With the proliferation of social media platforms, individuals and organisations have an unprecedented ability to connect and share health-related messages with large audiences [5]. As a result, social media has become an increasingly important component of health promotion efforts [6].

The evolving role of social media in health promotion is the focus of this book chapter. We will examine the ways in which social media has been used to promote health and prevent disease, as well as its potential benefits and limitations. We will explore the different types of health-related content that are shared on social media, including health information, health behaviours, and social support. Additionally, we will discuss the challenges and ethical considerations associated with using social media for health promotion, including issues of privacy, accuracy, and accessibility.

2. Health promotion and disease prevention

Social media provides an accessible and convenient platform for sharing health information with large audiences. Health organisations and professionals use social media to disseminate information on a wide range of topics, including disease prevention, healthy lifestyles, and treatments [7, 8, 9]. Health promotion has come a long way since the days of print brochures and public service announcements. Ruppel and Rains discuss the opportunities and challenges of health communication in the age of social media [10]. The authors argue that social media offers new and innovative ways for healthcare professionals to engage with audiences through visually appealing content such as videos, infographics, and other multimedia. With the advent of social media, health promotion has become more interactive, engaging, and accessible. Social media platforms offer a range of tools and features that enable healthcare professionals to connect with patients and the general public in new and innovative ways. A literature review by Coughlin and colleagues explores the use of smartphone applications for promoting healthy diet and nutrition [11]. The authors discuss the use of social media platforms such as Instagram and Pinterest to share visually appealing content related to healthy eating, such as recipes and food photos. For example, social media platforms allow healthcare professionals to create and share videos, infographics, and other visually appealing content that can help educate and engage audiences. Maher and colleagues discuss the potential of social media and mobile applications for health promotion and disease prevention [12]. The authors argue that social media platforms offer a range of tools and features that enable healthcare professionals to create and share visually appealing content, such as videos and infographics, that can help educate and engage audiences.

2.1 Influencer marketing

Influencer marketing can be a powerful tool for health organisations, advocates, and policymakers in health promotion and policy changes. Health organisations, advocates and policymakers can collaborate with influencers in their respective fields to spread important health messages and promote healthy behaviours [13]. Influencers can share evidence-based information and use their platforms to amplify health promotion campaigns [4]. They can engage with health influencers in policy discussions to gather insights and opinions from their perspectives. This can help to inform policy decisions and create more effective health interventions. Insights from influencer marketing campaigns can be used to inform policy changes. Chu et al. discuss the potential of social media influencers for health promotion, including their role in policy discussions [14]. The authors argue that influencers can provide valuable insights and opinions from their perspectives that can inform policy decisions and create more effective health interventions.

For example, policymakers can analyse the data from social media campaigns to identify trends in health behaviours and preferences, which can then inform policy decisions [15]. They can partner with influencers to advocate for policy changes that promote public health. Influencers can use their platforms to raise awareness about important health issues and mobilise to support policy changes. Influencer marketing can target specific populations at higher risk for certain health conditions or who may be harder to reach through traditional health communication channels. Mantzarlis discusses the potential of influencer marketing campaigns to impact public health, including their role in advocating for policy changes that promote public health [16].

By partnering with influencers with large followings within these populations, they can reach a wider audience and promote healthy behaviours [17, 18]. Taylor et al. reviewed the literature on influencer marketing and discussed its potential for promoting healthy behaviours and driving policy changes [19]. The authors argue that influencer marketing can be a valuable tool for targeting specific populations at higher risk for certain health conditions or who may be harder to reach through traditional health communication channels. Overall, influencer marketing can be a valuable tool for health organisations and policymakers to promote healthy behaviours and drive policy changes. By leveraging the reach and influence of influencers, they can reach a wider audience and have a greater impact on public health.

2.2 User-generated content

User-generated content (UGC) refers to any content that is created and shared by users of online platforms, such as social media [20]. Health organisations, advocates, and policymakers can use UGC to support their health promotion and policy change efforts in several ways. UGC can be used to amplify health messages by sharing user-generated posts that align with a particular health promotion campaign or policy initiative [21]. By sharing UGC, health promoters can demonstrate that their messages resonate with real people and help raise engagement and reach. UGC can be used to engage with communities by inviting users to share their experiences and opinions about health-related topics. This can help to build trust and create ownership in health promotion efforts and policy changes [22].

By involving users in the creative process, health organisations, advocacy, and policymakers can ensure that their campaigns resonate with the intended audience and increase the likelihood of success. UGC can also be used to collect data on health behaviours and attitudes. By analysing user-generated content, health organisations and policymakers can gain insights into the needs and preferences of different populations and use this information to inform policy decisions and health promotion efforts [23]. A study by Abroms et al. analysed popular smartphone apps for smoking cessation and found that those that incorporated user-generated content were more likely to be effective in helping users quit smoking [24]. Litchman et al. described a user-centred design process for developing a mobile health website for diabetes prevention and management [25]. The authors argue that involving users in the design process can help ensure that the website is usable and appealing to the intended audience. Additionally, by tracking user-generated content related to health behaviours and policies, health organisations and policymakers can identify areas where compliance may be low and target interventions to improve adherence [5]. UGC can be valuable for health organisations and policymakers in health promotion and policy change efforts. By leveraging the creativity and insights of users, they can increase engagement, build trust, and create more effective health interventions [26].

2.3 Social media monitoring

Social media can be used to collect data on health behaviours, attitudes, and perceptions [27, 28]. This can help researchers and health organisations better understand the needs and preferences of different populations and design more effective interventions [5]. Social media monitoring can benefit health organisations, advocates, and policymakers in health promotion and policy changes. Social media monitoring can be used to identify emerging health trends and concerns among different populations.

By analysing social media conversations related to health, organisations and policymakers can identify areas of concern and respond with appropriate health interventions [29, 30, 31]. It can be used to monitor public sentiment related to health issues and policy changes [32]. This can help organisations and policymakers gauge public support for different policy initiatives and adjust their strategies accordingly. Social media conversations related to health issues and policy changes can be monitored, and organisations and policymakers can engage with stakeholders, answer questions, and address concerns in real time [33].

The effectiveness of health promotion campaigns can be evaluated using social media monitoring. Public health organisations and policymakers can identify what works and what does not by analysing social media engagement and sentiment related to specific campaigns and adjusting their strategies accordingly. Social media conversations about health behaviours and policies can identify areas where compliance may be low and target interventions to improve adherence [34]. Social media monitoring can be a powerful tool for health organisations, advocates, and policymakers in health promotion and policy changes. By leveraging the real-time insights social media monitoring provides, they can identify emerging health trends, engage with stakeholders, and evaluate the effectiveness of health promotion campaigns and policy changes.

2.4 Online health communities

Social media platforms can facilitate the formation of communities centred around health issues. These communities can provide social support, encouragement, and a sense of belonging to people with similar health concerns [35, 36, 37, 38].

Online health communities can benefit health organisations, advocates, and policymakers in health promotion and policy changes, as they can support health education efforts by providing a platform for health organisations, advocates and policymakers to share evidence-based information about health and wellness [3]. Members of the community can also share their own experiences and knowledge to promote health literacy [39, 40]. Engaging with community members openly and transparently can build relationships and create a sense of shared ownership in health promotion efforts and policy changes.

Public health organisations and policymakers can use these communities to gather insights into the needs and preferences of different populations and use this information to inform policy decisions and health promotion efforts [5]. Online health communities can be used to support advocacy efforts by providing a platform for community members to share their stories and advocate for policy changes that promote public health. These communities can be used to engage with advocates and identify areas where policy changes may be needed. Furthermore, by connecting individuals with others who have similar experiences, health organisations, and policymakers can help to improve mental and emotional health outcomes and promote positive health behaviours.

3. Different types of health-related content

Social media has become a powerful tool for sharing health-related information and engaging in health behaviours. Health-related content on social media can be broadly categorised into three main types: health information, health behaviours, and social support.

Health information refers to any content related to health or healthcare. This can include information about medical conditions, treatments, medications, and preventative health measures. Social media platforms like Twitter and Facebook are often used to share health information, and many health organisations have established a social media presence to disseminate accurate and up-to-date health information to their followers [41, 42, 43]. Individuals may also share health information on their personal social media accounts, either to raise awareness about a particular health issue or to seek advice from their social networks.

Health behaviours refer to the actions individuals take to maintain or improve their health [44]. Examples of health behaviours include exercise, healthy eating, and getting enough sleep. Social media can be used to promote and encourage healthy behaviours, either through direct messaging or through the sharing of motivational content [45]. Many fitness influencers have built a following on social media platforms like Instagram by sharing their own healthy lifestyle habits and encouraging their followers to adopt similar habits.

Social support refers to the emotional and practical support individuals receive from their social networks [46]. Social media can be a powerful tool for providing social support, particularly for individuals with chronic health conditions [47, 48, 49]. Online support groups and forums allow individuals to connect with others who are going through similar experiences, providing a sense of community and shared understanding. Social media can also be used to connect individuals with health professionals or other resources that can provide additional support.

In summary, social media plays a significant role in the sharing of health-related content. Health information, health behaviours, and social support are three main types of content that are commonly shared on social media platforms. By providing access to accurate and up-to-date health information, promoting healthy behaviours, and facilitating social support, social media has the potential to positively impact individuals’ health and well-being. However, it is important to recognise the limitations and potential risks of social media use, including the spread of misinformation and the potential for social media to exacerbate existing health disparities.

4. Key benefits and challenges of social media in health promotion

See Table 1.

Benefits	Challenges
Increased reach: Social media has a vast user base, which provides an opportunity to reach a large and diverse audience with health messages.	Lack of regulation: Social media is largely unregulated, which can lead to the spread of inaccurate or misleading health information.
Cost-effective: Social media is a relatively low-cost way to disseminate health information and promote behaviour change.	Privacy concerns: Social media platforms collect a vast amount of user data, raising concerns about privacy and the potential misuse of personal information.
Accessible: Social media is easily accessible to most people with an internet connection, making it an effective way to reach underserved populations.	Limited engagement: While social media can be an effective way to reach a large audience, engagement and behaviour change are not guaranteed.
Interactive: Social media allows for two-way communication and interaction between health organisations and their audiences, which can improve engagement and promote behaviour change.	Digital divide: Not everyone has access to social media or the digital literacy skills required to use it effectively, which can limit the reach of health promotion efforts.
Analytics: By tracking social media metrics, health advocates can get a much clearer sense of how their health promotion campaign is performing on social media. This can help make informed decisions about where to focus efforts and how to optimise messaging to achieve your desired outcomes.	Algorithms: Social media platforms regularly update their algorithms in order to improve user experience and keep up with changing trends. Ever-changing social media algorithms can be a challenge for organisations that are trying to measure the success of their health promotion campaigns or increase the reach of their content.

Table 1.

Potential benefits and challenges associated with using social media for health promotion.

5. Social media’s impact on health education and literacy

While social media has many benefits when it comes to health promotion, there are also several challenges and limitations. Notably, social media can be a source of misinformation, as anyone can share information on social media, regardless of its accuracy. This can lead to confusion and mistrust among patients and those seeking health advice online [50, 51].

Through the seeking and sharing of information, social media can have a significant impact on health education and literacy [52]. Social media has resulted in greater access to health information, allowing individuals to educate themselves on health topics, as well as greater engagement in health education [5]. As individuals participate in online discussions and connect with others who are interested in similar health topics, the quality of information shared can greatly influence health knowledge.

Using social media as a tool for health promotion acts to improve the quality of health information online, as well as the likelihood of encountering evidence-based guidance and advice. The voices of health professionals and the presence of healthcare organisations on social media are required to dilute misinformation in the digital health space, where evidence-based information can be difficult to source [53].

Healthcare organisations should take advantage of the greater transparency that social media allows in health education, whereby the sharing of information about their services and outcomes allows patients to make informed decisions about their healthcare [7]. This plays an important role in autonomy and trust in healthcare services and providers.

As well as transparency, social media has also allowed for greater accountability in health education. Individuals can hold healthcare providers and organisations accountable for the accuracy and quality of their health information. Similarly, organisations can bring awareness to misinformation and offer guidance to individuals as to how it can be identified and avoided.

6. Effective strategies for using social media platforms in health promotion

See Table 2.

Social media platform	Strategy
Facebook	Post updates, articles, infographics, and videos related to health promotion campaigns or initiatives. Engage with the audience by responding to comments and messages. Use Facebook ads to target the desired audience.
Twitter	Use hashtags relevant to health promotion campaigns or initiatives in the tweets. Tweet links to articles, infographics, and videos related to campaign or initiative. Engage with the audience by responding to tweets and direct messages.
Instagram	Post images and videos related to campaigns or initiatives. Use hashtags relevant to campaign or initiative in posts. Use Instagram Stories and Live to provide updates and engage with the audience. Collaborate with influencers to reach a wider audience. Encourage positive dialogue in comment sections. Create a sense of community.
YouTube	Post videos related to health promotion campaigns or initiatives. Use keywords in video titles and descriptions to improve visibility. Collaborate with other YouTubers and organisations to reach a wider audience. Utilise YouTube Shorts for brevity and engagement.
LinkedIn	Post articles and updates related to the health promotion campaign or initiative. Engage with the audience by responding to comments and messages. Use LinkedIn ads to target the desired audience.
TikTok	Create short videos that are informative and engaging. Use hashtags relevant to the health campaign or initiative in the videos. Collaborate with other TikTokers and organisations to reach a wider audience. Use humour and trending songs or audio to boost content and relate to audiences.

Table 2.

Social media strategies for health promotion.

7. Success stories and key lessons: harnessing the power of social media for health promotion

There have been several notable success stories and lessons learned from health promotion initiatives that have effectively utilised social media. Some key examples include:

#ThisGirlCan Campaign: The #ThisGirlCan campaign launched by Sport England [54] and also implemented in Australia [55] is a prime example of a successful health promotion campaign on social media. It aimed to encourage women of all shapes, sizes, and abilities to participate in physical activities. The campaign used authentic and empowering images and videos of real women, which resonated with the target audience and resulted in widespread engagement and positive behavioural change.
Smoking Cessation Campaigns: Social media has proven to be an effective platform for promoting smoking cessation. Campaigns like the National Health Service’s “Stoptober” [56] and the American Cancer Society’s “Great American Smokeout” [57] have utilised social media to provide support, resources, and encouragement to individuals trying to quit smoking. These campaigns have successfully reached large audiences, provided relevant information, and facilitated peer support, leading to increased quitting attempts and successful smoking cessation outcomes.
Mental health awareness: Social media has played a significant role in raising awareness and reducing the stigma surrounding mental health. Initiatives like the “Bell Let’s Talk” campaign in Canada [58] and the “It’s Okay to Not Be Okay” campaign by mental health organisations [59] have utilised social media platforms to encourage open conversations about mental health, share personal stories, provide mental health resources, and connect individuals with support services. These campaigns have been instrumental in increasing awareness, reducing stigma, and promoting mental health support-seeking behaviours.
Disease awareness and fundraising: Social media has been instrumental in raising awareness and funds for various health conditions. Movements like the ALS Ice Bucket Challenge [60] and the Breast Cancer Awareness Month campaigns [61] have gained significant traction on social media, reaching millions of people and raising substantial funds for research and support services.

8. Conclusions

Overall, this chapter provides a comprehensive overview of the evolving role of social media in health promotion. By understanding the potential benefits and limitations of social media in this context, we can develop effective strategies for using these platforms to promote health and prevent disease. Lessons learned from success stories of health promotion using social media include the importance of authentic and relatable content, utilising engaging visuals, leveraging user-generated content, fostering community and peer support, and utilising influencers or advocates to amplify the message. It is crucial to understand the target audience, tailor the content to the platform and user behaviour, and actively monitor and respond to user engagement to ensure the success of health promotion initiatives on social media.

Conflict of interest

The authors declare no conflict of interest.

Akunna Oledinma

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