Digital Storytelling in Public Health: Lessons from COVID-19- Related Instagram Stories for Future Crises

Abstract

The COVID-19 pandemic underscored the critical need for effectively disseminating public health information to prevent the spread of disease. Social media platforms, particularly Instagram stories, played a significant role in conveying health messages to younger audiences and professionals. This study explores how Instagram stories created awareness during the COVID-19 pandemic, identifying persuasive elements and their impact on public health communication. Using qualitative content analysis (QCA), this article analyses COVID-19-related Instagram stories from the World Health Organization (WHO), UNICEF, and medical influencers to categorise key storytelling techniques. In addition, thematic analysis was conducted based on interviews with seven active Instagram story viewers to assess the perceived persuasiveness of these stories in raising awareness. The QCA revealed five categories of Instagram stories, while thematic analysis uncovered eight primary themes and 45 sub-themes related to persuasion. The findings provide valuable insights into creating effective digital storytelling strategies for public health, offering lessons to inform health communication efforts in future crises.