Social media for professional outreach: A study of Saudi dental societies' instagram usage

Aim: This study aimed to analyze the Instagram posting patterns of Saudi dental societies to understand engagement trends, content focus, and audience interaction. Methods: A cross-sectional, observational study was conducted from February 2023 to February 2024 using publicly available data from the Instagram accounts of officially licensed Saudi dental societies. Collected data included posting frequency, thematic content, language, and engagement metrics (likes, comments, mentions, and hashtags). Posts were categorized into themes like continuing education, research, and community outreach. Results: A cyclical engagement pattern was observed, with increased activity around conferences, particularly in January and October. “Announcements” was the most frequent thematic classification (59.6 %). While “continuing education” was the most frequent content theme (77.6 %). English was predominantly used by top performing dental societies, suggesting a focus on international outreach. In contrast, other societies primarily used Arabic. Notably, reels achieved higher engagement than other post types, highlighting the importance of dynamic content. Conclusion: The study highlights the strategic use of Instagram by Saudi dental societies and identifies opportunities to expand content related to research and oral health. Future strategies could improve engagement through diversified content, cross-platform promotion, and targeted hashtag use, fostering a more informed and engaged digital community.