Utilization of Instagram by Urology Residency Programs for Applicant Recruitment

Abstract

Purpose: To assess Instagram content and trends by urology residency programs. Materials and Methods: A cross-sectional analysis of urology residency program Instagram accounts was completed after data collection between October 1 and 20, 2022. Included accounts were reviewed and descriptive details were recorded, such as number of followers, those followed, and post content. All posts were then coded on a predetermined list of 7 categories: (1) resident promotion; (2) faculty/departmental promotion; (3) activities outside medicine; (4) research, presentation, or awards; (5) urology match/application-related promotion; (6) “urology in general”; and (7) other. Results: Overall, 66 of 147 (44.9%) programs had an account at the time of analysis. About half (31 of 66, 47%) of accounts were created between June and December 2020. Accounts had a median of 633 followers (IQR: 254,844) and 39 posts (IQR: 18,64). Of the 3236 posts analyzed, the majority featured residents or activities outside medicine; video posts were least used. Posts promoting residents had significantly higher average likes per post compared with all other categories except posts about “urology in general.” Conclusions: To our knowledge, this is the first study analyzing the use of Instagram by urology residency programs for recruitment. Our study describes an increasing number of urology residency program Instagram accounts for showcasing residents and life outside of medicine to engage with followers.