Is a Picture Really Worth More than a Thousand Words? Which Instagram Post Types Elicit the Best Response for Radiology Education

Since its 2010 launch, Instagram has rapidly risen to become one of the leading social media in the world, with more than one billion monthly users. Within the field of radiology, perhaps because of the image-weighted nature of the platform, several prominent organizations host Instagram accounts, including the Radiological Society of North America, American Roentgen Ray Society, American College of Radiology, and the American Board of Radiology. We started our own Instagram account in January 2016 because of the popularity of this social media platform among medical students. Our website contains over 260,000 images and is aimed at educating physicians, technologists, and nurses around the world on radiology, with an emphasis on body computed tomography. Given our varied selection of radiology resources, we were curious as to which posts perform best on Instagram and set out how to best characterize the interest in these posts. Our results point to an approach that can aid radiology educators who use social media, particularly Instagram, in producing popular content.