Social media a “powerful” tool for obesity awareness amongst teenagers
Amid the rising global challenge of obesity, particularly among adolescents, there emerges an “urgent necessity” to leverage social media for disseminating scientific knowledge about obesity. This call to action was highlighted by Dr. Antonella Franceschelli, MD, PhD, at the European Congress on Obesity (ECO) 2024 in Venice, Italy. Dr. Franceschelli, affiliated with the UniCamillus International Medical University in Rome, stressed the significant influence that social media holds over young individuals.
Dr. Franceschelli’s team conducted an analysis focusing on the impact of obesity-related content on TikTok. Between 2021 and 2024, 108 videos from the account ‘Dr Anthos’ garnered a staggering 4631 views, averaging 42,495 views per video. A notable highlight was a video on the glucagon-like peptide 1 receptor agonist semaglutide, which achieved nearly a million views. This indicates a strong interest and engagement among the youth regarding obesity treatments and scientific discussions online.
The growing prevalence of obesity requires innovative strategies, particularly as over 90% of teenagers actively engage on social media platforms. Brands frequently target this demographic with food and beverage promotions, which can have mixed impacts on young consumers’ health, contributing to obesity, hypertension, and type 2 diabetes. However, Dr. Franceschelli suggests that this same medium offers immense potential to promote healthy eating and obesity awareness among youth.
Different platforms like TikTok, Instagram, and Facebook serve as powerful tools for medical professionals to reach out to the public and educate them on new therapeutic advancements. Each platform’s unique features provide distinct opportunities for effective communication. The ‘Dr Anthos’ TikTok account serves as a prime example, offering short videos about obesity management, including dietary advice, exercise tips, and medical treatments, alongside live Q&A sessions with healthcare experts. These videos especially resonate with audiences, with topics on obesity medication averaging 135,945 views per video and healthy eating tips reaching up to 10,262 views.
Live Q&A sessions have particularly facilitated direct interaction between specialists and the public, with some discussions attracting up to 2000 participants. These interactions have proven impactful, prompting significant increases in appointments for obesity treatment following these sessions. Dr. Franceschelli underscored the importance of creating tailored, constantly updated content on social media to maintain effective communication and engagement.
Additionally, Dr. Franceschelli advocated for the involvement of a social media consultant to refine the approach of health professionals online, ensuring that the content is communicated ethically and effectively. She also highlighted the personal commitment required, dedicating at least an hour daily to interact with patients and colleagues through these platforms.
Parallel research presented by Dr. Franceschelli at the congress explored the psychological aspects of obesity, particularly through the lens of social media profile images, such as those on WhatsApp. An analysis of 59 patients revealed a tendency among individuals with severe obesity to choose profile pictures that obscure their physical appearance, opting instead for images of pets, family, or landscapes. This behaviour suggests potential body dysmorphic disorder, a psychological condition where individuals perceive themselves as overweight, despite reality, often leading to shame and anxiety.
This insight into the psychological dimensions of obesity underscores the necessity of a holistic treatment approach, incorporating cognitive behavioural therapy and other psychological interventions along with medical and nutritional strategies.
Janet Lydecker, PhD, from Yale University, reflected on the broader implications of disseminating research via social media. She emphasised the importance of interrupting the flow of non-evidence-based content with scientifically validated information. However, she also cautioned about the potential for misinformation and the challenges audiences face in discerning reliable content online. Social media can propagate weight biases and misinformation, making it imperative for content creators to monitor how their contributions are interpreted and used.
This detailed examination at ECO 2024 illustrates the critical role of social media in confronting the obesity epidemic by fostering informed discussions and providing accessible educational content to the youth, potentially steering public health in a positive direction.
