(A1101) Account and Post Characterization of Sinonasal Carcinoma and Nasopharyngeal Carcinoma on Instagram and X

Introduction: Social media influences public perception of illnesses and stimulates academic discourse. As sinonasal and nasopharyngeal malignancies are rare, patients often turn to social media for education and support. This study investigates public posts about sinonasal and nasopharyngeal carcinoma on Instagram and X (formerly Twitter).

Methods: Using a cross-sectional observational approach, the terms “sinonasal carcinoma” and “nasopharyngeal carcinoma” were searched on Instagram and X in January 2025. Posts were categorized by account type (e.g., patient, clinician, researcher), content (e.g., patient experience, education, advertisement), and connotation (positive, negative, neutral).

Results: Initial analysis included 89 Instagram and 70 X posts. For sinonasal carcinoma, clinicians authored the most posts on Instagram (38%) and X (48%), with a significantly higher percentage on X (p = 0.0034). Most posts focused on medical education (67% on Instagram, 90% on X). Posts were mostly positive or neutral across platforms with no significant difference across the two platforms. For nasopharyngeal carcinoma, Instagram posts were mainly authored by the "other" category (i.e., charities, businesses, newspapers) (46%) or by clinicians (32%), while most X posts were authored by journals (27%), patients (18%), or clinicians (18%). Medical education dominated on Instagram (76%) and X (63%), with fewer posts about patient experience (16% on Instagram, 18% on X).

Conclusions: The study highlights differences in account types and content between Instagram and X. Instagram posts primarily featured clinicians and focused on medical education and patient experience. X posts demonstrated more involvement from diverse entities, with significant variability in content and connotation, especially for nasopharyngeal carcinoma.