Comparison of Social Media Content on Hidradenitis Suppurativa: A Cross-Sectional Study

Abstract

Background: Research has shown that patients may turn to social media seeking information regarding diagnosis and treatment. This study aimed to analyze and compare content related to hidradenitis suppurativa (HS) using the “hashtag” tool across three of the most popular social media platforms to determine the information that patients are exposed to online. Methods: We identified hashtags across Instagram, TikTok, and Facebook for “#hidradenitissuppurativa.” The top 50 videos returned by the algorithm across each site were selected for analysis. Data extracted for comparison included content creator demographics, number of followers, type of content (educational vs. noneducational), and associated hashtags. Results: Sixty-seven percent of posts were created by females (n = 101/150), 10% by males (n = 16/150), and 22% other (n = 33/150). Distribution was similar across all platforms. User accounts on TikTok have a significantly higher number of followers (median = 38,700, range = 902–17,600,000 followers) compared to Facebook (median = 1,375, range = 58–777,000 followers) and Instagram (median = 2,818, range = 57–9,800 followers). Conclusion: This study suggests that there is a disproportionate number of patients creating content to raise awareness on HS on social media compared to patient support groups or medical professionals. We propose that social media is a useful platform that dermatologists and official institutional bodies can utilize as an alternative method of health promotion and patient education. Further research to explore social media trends across a range of dermatological conditions can help guide targeted education campaigns in the future.