Integrating social media into modern dermatology – a cross-sectional study

Abstract

Background and objective: Social media is increasingly establishing itself as an important source of information for skin health. Although demand among users is high, very few dermatologists outside the Anglo-American region use these platforms to provide patient information, and the majority of content is provided by non-medical sources. This study investigated the influence of social media on skincare and preventive behavior among young adults, and the relevance of medically qualified content. Methods: An anonymized 34-item online questionnaire was distributed to 454 students at the University of Innsbruck, assessing social media usage, skincare routines, prevention behavior, and perception of dermatological content. Descriptive and inferential statistics (chi-square tests, p < 0.05) were applied. Results: A significant association was found between time spent on social media and perceived impact on personal skin health (p = 0.014). Participants exposed to dermatologist-created content were significantly more likely to follow a skincare routine (p < 0.001). The majority expressed a desire for more professionally qualified information. Conclusions: Social media offers significant potential for providing information about skin conditions and educating patients. A more comprehensive presence of content reviewed by medical professionals may help minimize the spread of misinformation and promote health education, especially among young users.