Assessment of social media use as an educational intervention on antimicrobial resistance targeted at nurses

Abstract

Objective: To assess social media user engagement with educational strategies aimed at raising nurses’ awareness of antimicrobial resistance (AMR) and the Antimicrobial Stewardship Program (ASP). Method: A prospective study conducted between October 2023 and October 2024 using data from the Brazilian Nurses Network Tackling Antimicrobial Resistance (REBRAN) on Instagram®. Engagement was measured biweekly using platform metrics, including followers, impressions, views, reach, and interactions. The correlation between REBRAN membership, follower growth, and the highest-engagement content was analyzed using descriptive statistics and Pearson’s correlation coefficient. Results: The number of members increased from 214 to 436 (136%), and the number of followers increased from 507 to 1,500, with a strong positive correlation (r = 0.97). Playful content, such as analogies with movies and commemorative dates, generated greater engagement than technical content. The best performance occurred in June 2024, with 15,000 impressions, 209 views, and a reach of 7,400 accounts. Conclusion: Playful and interactive content on social media promotes user engagement regarding AMR, increasing awareness and encouraging evidence-based practices in ASPs.