Table 4.

Conclusions of content analysis studies

Title	Main conclusions
Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing	Hashtags using lay terminology were more likely to have more posts associated with them than those with medical terminology. Board certified surgeons only accounted for 17.8% of top posts, other specialties marketed themselves as “cosmetic surgeons”. Board certified plastic surgeons were more likely to post educational content as opposed to self-promotional content.
YouTube for Cosmetic Plastic Surgery: An Effective Patient Resource?	Only 37% of videos included a board-certified surgeon. These had a higher DISCERN score and lower bias than those without these providers. However, they also attracted a lower number of viewers. Videos by academic institutions had the highest DISCERN score but also represented a small proportion of the total content.
Analysing the Quality of Aesthetic Surgery Procedure Videos on TikTok	DISCERN score were very poor for all four procedures (1.25-1.55). Higher scores were found for educational videos and those posted by doctors.
#PlasticSurgery: A Comparative Deep Dive Analysis into social media and Plastic Surgery	Plastic surgeons and clinics represented 54% and 61% of posts on Twitter and Instagram, respectively. Tweets were predominantly educational and focused on basic science and patient safety (38.6 vs 9% on Instagram). Instagram content was more likely to be promotional or outcome based and contain intraoperative photographs or videos. Identifiable patient features were more common on Instagram (13.4% vs 1.6% on Twitter); these posts also had higher user engagement and became trending posts (19.5%). Post engagement was overall much higher on Instagram.
Plastic Surgery Faces the Web: Analysis of the Popular social media for Plastic Surgeons	63% of posts on Instagram were by surgeons compared to 18% on Facebook and 13% on YouTube. Educational posts represented only 16% of total. Images of women were also much more common in advertising (68%). Educational posts were much less successful in attracting attention. Posts involving shaming also attracted more attention. Videos of surgeries, in some case provocative, also attracted more likes, as well as ‘attractive’ female plastic surgeons.