Terveysviestintää sosiaalisessa mediassa

This article examines health and COVID-19 communication conducted by health professionals on Instagram. The study uses qualitative analysis of health professionals Instagram posts and interview data. The article explores how health professionals adapted to Instagram’s affordances and evolving platform culture to communicate research-based information in accessible and engaging ways. Over time, expert accounts shifted from image- and text-based posts towards video content and more personality-driven communication. Interacting with audience also played an important role in health communication. The article provides a concrete example of health communication by analyzing experts’ COVID-19 communication on Instagram during 2020–2021. The posts shared scientific information, corrected misinformation, provided peer support, used humor, and addressed broader societal issues related to the pandemic.