Social media as a catalyst for health behaviour change: From traditional IEC to digital SBCC in the era of Ayushman Bharat

A BSTRACT Introduction: The gradual transition from traditional Information, Education and Communication strategies to Social and Behaviour Change Communication has changed the face of health promotion in India. Social media has emerged as a powerful tool in this transition, enabling real time engagement and targeted outreach. Materials and Methods: The current study explored the role of Ayushman Arogya Mandir social media handles in promoting health and wellness across the three social media platforms - Facebook, Instagram and X (formerly Twitter). Using engagement data from 2022-24 across the three social media platforms, the study examines trends in audience interaction, content performance and audience demographics in creating awareness about public health services through primary healthcare. Results: The study found that out of the three platforms Twitter exhibits steady follower growth and strong engagement, particularly for preventive and promotive healthcare content, Instagram performs well in video-driven health awareness campaigns but has seen fluctuations in engagement overtime, while Facebook faces challenges in maintaining user interaction. Audience viewership based on gender distribution also exhibits disparities with Twitter showing predominantly male audiences while Facebook has a more balanced demographic reach to the audiences. The content format analysis suggested that static and video posts perform better, though engagement levels vary across platforms. The engagement changes basis audience preferences and algorithmic shifts. Conclusion: The study underscores the increasing role of digital platforms in strengthening health communication, emphasizing the need for adaptive, multi-platform strategies to optimize reach and impact.