Table 3.

Recommendations for health promoters based on strategies used and strategies associated with higher engagement.

Facebook

Instagram

Start using hashtags on posts Continue prompting engagement with users, specifically through ‘announcements’ when appropriate

Try to upload content you have created yourself The larger the caption count, the better Provide more health links on posts Continue providing ‘other’ content amongst posts that aim to improve health, e.g., jokes or lifehacks Use strategies that ‘require an action’, e.g., tagging, sign ups, to prompt users’ engagement Consider engaging ways to encourage consumption of core foods or exercising, i.e., positive emotions, tone, and hedonic sensations Consider using ‘humorous strategies’ such as memes or pop culture