Cervical Cancer Prevention on Instagram: Content and Social Interaction Analysis of Brazilian Accounts

Objective: The aim of the present study was to analyse content posts on Instagram about cervical cancer.Methods: It conducted a qualitative analysis using 50 most popular publicly available Portuguese-language posts, containing hashtags #cervicalcancer, #papsmear, #hpv, #papillomavirus, and #hpvvac-cine, during Brazilian national cancer prevention campaign in March 2018. Results: Posts recruited #cervicalcancer provided 60% with contents related secondary prevention; #papsmear 46% irrelevant contents; #hpv #papillomavirus 50% 64% informative content, respectively; #hpvvaccine 58% primary prevention. that received highest number likes were those from 151.33 78.00 likes/post, respectively. majority presented less than 05 comments/post, except for which had 64.76 comments/post. According users’ profiles, regardless hashtag used, made by health professionals. Conclusion: focus is prevention, can contribute promotion behaviours not directed aspects disease.