Social Media Use Among People Living with Chronic Pain: Cross-Sectional Study of Associated Factors

Background: Social media is increasingly used for research recruitment and knowledge mobilization. However, the general use of social media has not been documented among individuals living with chronic pain. Objective: Our study aimed to describe social media use in this population and identify associated factors. Methods: This cross-sectional study analyzed data from 1549 participants of the CEMPUS (Cohort as Part of Undergraduate Medical Studies at the University of Sherbrooke) cohort (Quebec, Canada) who reported living with chronic pain and completed a health questionnaire either online or by phone in 2024. Multivariable logistic regression was conducted to examine factors associated with social media use. Results: Overall, 86.4% (n=1308) of participants (95% CI 84.7-88.1) reported using social media. Use was higher among females (n=853, 88.9%) than males (n=446, 81.7%). The most frequently used platforms were Facebook, Messenger, and YouTube. Factors associated with higher odds of reporting social media use included being a female (adjusted odds ratio [aOR] 1.96, 95% CI 1.39-2.77), having a postsecondary education (aOR 1.57, 95% CI 1.11-2.23), drinking alcohol (occasional vs never: aOR 1.64, 95% CI 1.04-2.57), and reporting difficulties accessing health care (aOR 1.50, 95% CI 1.01-2.22). Lower odds of reporting social media use were associated with older age (aOR 0.94, 95% CI 0.92-0.96), having chronic pain for 10 years or more (aOR ≥10 vs <1 y=0.55, 95% CI 0.31-0.96), and having higher levels of depression (aOR 0.92, 95% CI 0.87-0.99). Conclusions: Most participants with chronic pain use social media; this points to the potential of social media for research recruitment and knowledge mobilization. However, as exclusive reliance on these platforms may overlook certain groups, there is a clear need for diverse outreach strategies.