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Types of content portrayed in Instagram posts.
| Content typea | Post, n (%) |
| Information urging readers to adopt a certain behavior (N=592) | 209 (35.3) |
| Benefits of skin cancer prevention (n=402) | 120 (29.9) |
| Prevalence of skin cancer (N=592) | 96 (16.2) |
| Seriousness of skin cancer (N=592) | 75 (12.7) |
| Diagnostic method (N=592) | 29 (4.9) |
| Benefit of diagnostic method (n=29) | 4 (13.8) |
aDue to skip logic in the extraction survey, some posts were not rated for certain content types.
