Table 1.

Comparisons of CTRs for the analysis of 1275 antismoking health messages that were posted across three social media platforms (Twitter, Facebook, and Instagram) between April 19 and July 12, 2017.

Social media type	Total clicks	Total impressions	CTRa (95% CI)	P valuesb for the comparisons of the CTRs among the three social media types
				Facebook	Instagram	Twitter
Facebook	510	504	0.0026 (0.0022-0.0030)	N/Ac	<.001	<.001
Instagram	255	251	0.0037 (0.0032-0.0042)	N/A	N/A	<.001
Twitter	510	484	0.0015 (0.0013-0.0017)	N/A	N/A	N/A

^aCTR: click-through rate.

^bP values were obtained using multilevel mixed effects negative binomial regression.

^cN/A: not applicable.