Table 4.
Metrics of the #eatwellcovid19 social media posts on Instagram.
| Instagram post category | Posts or stories, n | Likes, mean (SD) | Comments, mean (SD) | Reach, mean (SD) | Impressions, mean (SD) |
| Featured story submission | 36 | 15 (8) | 0.4 (0.8) | 171 (38) | 214 (52) |
| Supplemental content related to featured story | 5 | 11 (5) | 0.2 (0.4) | 160 (16) | 183 (21) |
| Campaign postera | 5 | 23 (30) | 0 (0) | 584 (959) | 850 (1494) |
| Information resource | 2 | 10 (7) | 0 (0) | 153 (28) | 177 (42) |
| Winner announcement | 5 | 12 (6) | 0.2 (0.4) | 160 (27) | 187 (39) |
| 24-hour story | 58 | N/Ab | N/A | N/A | N/A |
aSome campaign posters on Instagram were boosted with paid advertising.
bN/A: not applicable; this information was unable to be collected from Instagram.