Dietetics on Social Media - Netnographic Research of Instagram Stories on Healthy Eating

Abstract

Social media content on health and healthy eating and dietetics challenge users with a low health literacy index. There are often barriers to distinguishing who is a credible content producer and whose advice can be considered professionally relevant. In our research, we examine why the reach of social media content published by dietitians is lower than that of self-proclaimed advisors who appear to be experts. We analyzed the content of 14 Hungarian influencers in June, July, and August 2024 and tracked their follower numbers and reach using qualitative content analysis methods. We found that the reach and number of followers of influencers who are not distinct in terms of content credibility varies mainly as a function of daily activity. The more stories and posts influencers publish, the higher the rate of increase in their followers and reach of their content compared to those who rarely publish scientifically sound professionally valid content as registered dietitians. This means that the primary indicator of the credibility of the content that users seek on social media is the frequency of social media activity, the number of followers and likes, rather than the scientific, evidence-based validity of the content.