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Daniel J Gould, Sheila Nazarian, Commentary on: Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing, Aesthetic Surgery Journal, Volume 38, Issue 3, March 2018, Pages 339–340, https://doi.org/10.1093/asj/sjx131
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In this article, the authors provide a relevant and interesting study of the top utilized hashtags on Instagram, a largely visual social media platform with 400 million monthly users.1 Several important findings were identified; first the utilization was higher for hashtags related to lay language for procedures compared to medical terminology, except for rhinoplasty and liposuction. This may represent a byproduct of the fact that most of the posts are tailored to the general public, as Instagram is a platform for general consumption with a young demographic and younger plastic surgeons are more likely to have Instagram and social media accounts.2 What happens on Instagram may be broadly considered as direct-to-consumer marketing in this context. This may contrast with the platform Twitter where the posts are often targeted to the expert community or amongst plastic surgeons or other medical experts.3 Undoubtedly all forms of social media represent a valuable tool for plastic surgeons in expanding their influence and practice4 as well as in improving the exposure of their research interests and the impact of their work.5
