Delivering health information to postpartum women on social media: acceptability and impact on body satisfaction and appreciation

Abstract

Background/aims: High use, accessibility and convenience make social media ideal for delivering health information to postpartum women. However, social media use negatively impacts women’s mood and body satisfaction. Therefore, this study aimed to determine whether state body satisfaction/appreciation of postpartum women improves when including health information on social media, compared with no health information; and whether inclusion of health information on social media is acceptable.   Methods: Single-blinded three-arm block randomised (1:1:1) experimental survey of postpartum women asked about social media use and preferences for receiving health information via social media. Participants were then exposed to either (1) 15 Instagram images of thin-average women; (2) as per (1) PLUS 5 postpartum-health-focused images; or (3) as per (1) PLUS 15 postpartum-health-focused images. State body satisfaction/appreciation was assessed pre- and post-image exposure.   Results: Among 553 postpartum participants, Facebook (95%) and Instagram (92%) were the most accessed social media sites. Ninety percent wanted to receive health information via social media, with Instagram (71%) the preferred platform. Mental health (87%) was the most reported important postpartum health issue. Women preferred social media delivered health information via health professionals, health organisations and researchers, not influencers or marketing. State body satisfaction/appreciation did not differ between study arms, nor did changes in these measures.   Conclusions: Postpartum women want access to health information on social media delivered by qualified professionals/researchers. Including health information did not affect state body satisfaction/appreciation. Delivery of health information to postpartum women via health organisation social media could deliver health benefits and cost savings.