Creating Engaging Health Promotion Campaigns on Social Media: Observations and Lessons From Fitbit and Garmin

Conclusions: Findings suggest that Instagram may be a particularly promising platform for delivering engaging health messaging. Health messages which incorporate inspirational imagery and focus on a tangible product appear to achieve the highest engagement. Fitbit and Garmin employed difference creative elements, which is likely to reflect differences in their target markets. This underscores the importance of market segmentation in health messaging campaigns.
Source: Journal of Medical Internet Research - Category: General Medicine Authors: Source Type: research