ABSTRACT
OBJECTIVE: This study aimed to characterize the representation of public health information related to COVID-19 posted on Instagram in 2020. METHODS: This qualitative content analysis study was conducted in Iran as one of the countries with the highest number of confirmed cases of COVID-19. Data were collected from the contents published from February 19 to April 3, 2020, on Instagram. The search feature of the Instagram app was used to find the posts related to Coronavirus or COVID-19. Overall, 1612 posts from 92 accounts were retrieved and analyzed using thematic analysis. RESULTS: A total of 23 themes emerged from the analysis of the retrieved posts. These themes include epidemiology and statistics, training and caring, general prevention guidelines, hygiene, healthy diet and lifestyle, patients, diagnosis and treatment, personal protective equipment, traditional medicine, psychology, children, cultural aspects, socio-cultural impacts, religious, misinformation, and wrong behaviors, animals, satire, condition of the healthcare system, politics, quarantine, operations of the Iranian National Disaster Management Organization (NDMO), economic impacts, and world news. CONCLUSION: The contents analysis of Instagram posts during a public health crisis can provide new and realistic insights into the crisis and identify the topics of interest or concern of the public. Furthermore, the information collected in this way can help policymakers identify the most critical issues from the public perspective and utilize the gained knowledge to manage the ongoing and future pandemics.