Abstract
Social media is a rapidly growing mature platform for potential patients and surgeons from diverse locations to interact and communicate. This includes an opportunity for daily impressions, and not simply promotional marketing but also the delivery of educational content. In this chapter we will discuss the ethical use of this media to grow followers, improve practice exposure, and safeguard the fiduciary relationship between the surgeons and patients.
3 How Social Media Has Changed All of Plastic Surgery
Key Points
Social media encompasses all platforms for online social interaction, and is one of the most powerful and exciting new arenas for plastic surgical practices. Previous efforts have focused on methods to determine the return on investment (ROI) for certain social networks.
The greatest ROI comes from Instagram, Snapchat, Realself, and Facebook, in roughly that order. Strengths are video and photo contents and ease of access.
Surgeons should be aware of their appearance on platforms and should maintain high moral and ethical standards. Recent studies have proposed guidelines at least for residents in training.
Social media is a powerful marketing tool, but with great power comes great responsibility.
Avoid paying for followers; be careful with “influencers”; organic growth is sustainable and real.
3.1 Deciding on Your Platform: Which Is Best for You and Why?
3.1.1 Instagram (established 2010)
Total number of daily active Instagram users: 500 million +.
The number of Instagram likes per day: 4.2 billion.
The number of photos and videos uploaded per day: 100 million +.
Instagram demographics:
110 million Instagram users are from the US.
Instagram is used by 43% of American women and 31% of men.
31% of internet users between the ages of 18 and 24 use Instagram and 32% of internet users between the ages of 25 and 34 use Instagram.
Instagram for Business
An estimated 71% of US businesses were on Instagram in 2018.
Instagram now has more than 2 million monthly advertisers and 25 million business profiles.
There are more than 500,000 influencers on Instagram.
Instagram’s mobile ad revenue is expected to hit $7 billion in 2018. In 2019, the revenue was $9.45 billion. In 2020, it grew to $13.86 billion, and is projected to reach $18.16 billion in 2021.
One-third of the most viewed stories are from businesses.
78% of influencers prefer Instagram for brand collaboration.
User-generated content has a 4.5% higher conversion rate.
55.4% of influencers use Instagram stories for sponsored campaigns.
The potential reach of advertising on Instagram is 802 million.
Facts
Posts with a location get 79% more engagement.
7 out of 10 hashtags on Instagram are branded.
60% of people say they discover new products on Instagram.
Photos with faces get 38% more likes.
Posts with at least one hashtag average 12.6% more engagement.
Most used Giphy sticker in stories is Heart Love Sticker by Arata.
Instagram users engage more on weekdays, with Tuesday and Thursday showing most engagement.
Instagram videos get two times the engagement of photos in any other social media platform.
The most popular hashtags on Instagram are #Love, #Instagood, #Me, #Cute, and #Follow.
3.1.2 Snapchat (established 2011)
Total number of daily active Snapchat users: 190 million.
Percentage of US social media users that use Snapchat: 24%.
Number of Snaps created everyday (photos and videos): 3 billion.
Average time spent per user on a daily basis: 30 + minutes.
Percentage of users (18–24 years old) in the US: 73%.
Snapchat demographics:
75% of Snapchat users are under 34 years old.
90% of Snapchat users are from 13 to 24 years old.
Roughly 61% of Snapchat users are female and 38% are male.
30% of US Millennial internet users use Snapchat regularly.
Facts
Active Snapchatters open the app 20 times every day.
More than 400 million Snapchat stories are created per day.
More than 60% of active Snapchatters create new content on a daily basis.
It would take you 10 years to view all the photos shared on Snapchat in the last hour.
95% of Snapchat users say the app makes them feel happy.
528,000 snaps are sent every minute.
3.1.3 Facebook (Established 2004)
Total number of mobile daily active users: 1.57 billion.
Facebook stories daily viewers: 150 million.
Facebook demographics:
Facebook users are 53% females and 47% males.
Average Facebook user has 155 “friends.”
62% of online seniors aged 65 + are on Facebook and 72% are between the age of 50 and 64.
88% of online users of age 18 to 29 are on Facebook, 84% of those are 30 to 49.
Facebook Advertising Statistics
In first quarter of 2020, Facebook had over 8 million monthly advertisers; in second quarter, it increased to 9 million; and by third quarter, it reached 10 million monthly active advertisers. The rise has been historic and may certainly be related to increased user interaction during the Covid-19 pandemic.
93% of marketers use Facebook advertising regularly.
Images account for 75 to 90% of Facebook advertising effectivity/performance.
The average cost per click (CPC) for Facebook ads is $1.72, average click-through rate (CTR) is 0.9%, and average cost per 1,000 impressions (CPM) is $7.92.
Facebook’s share in the global digital advertising market is 19.7%.
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