Table 1.

The top 10 words in each modality (hashtags, caption words, and image tags) for 6 example health topics.

Modality	Bodybuilding	Cancer	Caffeine	Desserts	Insomnia	Suicide & self-harm
Hashtags	bodybuilding shredded muscle gym abs physique veins gymlife bodybuilder gains	cancer cure chemo breastcancer cancersucks breastcancerawareness pink chemotherapy fuckcancer hope	caffeine coffee coffeelover coffeeaddict coffeetime coffeeholic hot drink cafe coffeegram	food cravings foodporn delicious chocolate foodie yummy dessert sweet yum	insomnia bedtime workout art selfie rest night natural sleepy amazing	anxiety depressed sad suicide suicidal depression cutting sadness broken selfharm
Captions	bro man nice work likes gym muscle hard follow training	cancer breast awareness month pink support women chemo fight family	coffee day tea today love drink cup hot green feeling	chocolate cream pumpkin eat good made butter ice cake peanut	sleep night bed hours time back asleep sleeping make nights	don’t feel talk people hate i’ve stop anymore fucking cry
Image tags	man underpants sport indoor barbell cellphone phone holding exercisedevice swimsuit	group standing people beautiful crowd little girl wearing white pink	beverage food coffee table drink coffeecup breakfast pastry dixiecup doughnut	dessert chocolate slice food piece eaten cream plate fork pastry	indoor lying bedclothes smiling pillow blanket sofa bedroom glasses cloth	close dark woman staring clouds hand cloudy road nightsky mountain