An Analysis of Instagram Live Performance for Health Promotion Strategy: a Case Study of @iakmitangsel

Mohammad Ainul Maruf; Muhammad Wiji Utomo; Syifa Nurfizri; Septiyani Ardila

doi:10.58185/j-mestahat.v3i2.108

Penulis

Mohammad Ainul Maruf Ph.D. program in Global Health and Health Security, Taipei Medical University, Taiwan, Faculty of Public Health, Universitas Muhammadiyah Jakarta, Indonesia, Indonesian Public Health Association City Board, South Tangerang, Indonesia
Muhammad Wiji Utomo Indonesian Public Health Association City Board, South Tangerang, Indonesia, South Tangerang City Health Department, Indonesia
Syifa Nurfizri Indonesian Public Health Association City Board, South Tangerang, Indonesia, Collegium of the Indonesian Physician, Indonesia
Septiyani Ardila Faculty of Public Health, Universitas Muhammadiyah Jakarta, Indonesia

DOI:

https://doi.org/10.58185/j-mestahat.v3i2.108

Kata Kunci:

social media, engagement metric, health promotion

Abstrak

There is a growing interest in leveraging social media platforms for health education and health promotion. This study focuses specifically on Instagram Live, a feature that allows real-time video streaming, to assess its effectiveness in disseminating health-related information and engaging the audience. This research employs a quantitative analysis of engagement metrics of @iakmitangsel’s Instagram Live performance from March to June 2023. The results revealed that Content J had the highest number of views (323) and likes (53). Content I had the lowest number of views (132), while Content B and H had the lowest number of likes (13 each). Content G had the highest number of accounts reached by followers (224), content J had the highest number of accounts reached by non-followers (241), while Content D received the highest number of impressions (561). On the other hand, Content H had the lowest number of accounts reached by follower (118) and Content B had the lowest number of accounts reached by non-follower (27) and the lowest number of impressions (239). The findings of this research will contribute to the knowledge base surrounding the use of Instagram Live as a health promotion strategy, specifically within the context of South Tangerang City.

Keywords: social media, engagement metric, health promotion

Unduhan

Data unduhan belum tersedia.

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