What does this research mean for the field?

Professional Instagram use among plastic surgeons varies significantly by practice setting, with cosmetic content dominating posting volume while reconstructive and academic content yield higher audience engagement despite being under-represented. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The aim is to analyze the content patterns and engagement rates of Ontario plastic surgeons on Instagram based on their practice settings.

June 22, 2026Plastic Surgery

Professional Instagram Use by Ontario Plastic Surgeons: Content Patterns and Engagement by Practice Setting

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The aim is to analyze the content patterns and engagement rates of Ontario plastic surgeons on Instagram based on their practice settings.
Conducted an observational cross-sectional study of Instagram profiles of registered plastic surgeons in Ontario.
Analyzed up to 30 posts per account, focusing on content type and clinical domain.
Utilized chi-square, Kruskal-Wallis, and ANOVA tests to assess associations between characteristics and engagement.
33% of plastic surgeons in Ontario had professional Instagram profiles, totaling 2032 posts.
Pre-/post-procedure results comprised 32% of posts, while facial aesthetics accounted for 20%.
Academic surgeons showed higher engagement and posted more research and reconstructive content compared to community surgeons.

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Implication

Observational study characterizes Instagram content and engagement in Ontario plastic surgeons, indicating practice-related differences.

Cite This Study

Wang et al. (2026) studied this question.

synapsesocial.com/papers/6a40c886a307ad3478fda310 https://doi.org/10.1177/22925503261457118

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Professional Instagram Use by Ontario Plastic Surgeons: Content Patterns and Engagement by Practice Setting

Key Points

Discussion

Implication

Cite This Study

Professional Instagram Use by Ontario Plastic Surgeons: Content Patterns and Engagement by Practice Setting

Key Points

Discussion

Implication

Cite This Study