Table 3 Characteristics of Instagram accounts (n = 47) and Instagram posts (n = 676) included in total sample
Instagram account category (n) | Total posts in sample n (%) | Followers (mean ± standard deviation) | Post topic n (%) | ||||||
|---|---|---|---|---|---|---|---|---|---|
Weight loss | Sports/exercise nutrition | Supplements | Foods/nutrients & health | General healthy eating | Paediatric nutrition | Other | |||
All (47) | 676 (100) | 271,789 ± 293,101 | 91 (13.5) | 45 (6.7) | 246 (36.4) | 116 (17.2) | 108 (16.0) | 33 (4.9) | 37 (5.5) |
By account category | |||||||||
 Brand (22) | 328 (48.5) | 230,188 ± 96,768 | 33 (10.1) | 5 (1.5) | 208 (63.4) | 50 (15.2) | 26 (7.9) | 0 (0) | 7 (2.1) |
  Fitness/coaching influencer (9) | 146 (21.6) | 448,946 ± 626,286 | 46 (31.5) | 39 (26.7) | 23 (15.8) | 12 (8.2) | 23 (15.8) | 0 (0) | 3 (2.1) |
 Lifestyle influencer (8) | 57 (8.4) | 285,787 ± 152,421 | 3 (5.3) | 0 (0) | 11 (19.3) | 18 (31.6) | 19 (33.3) | 0 (0) | 6 (10.5) |
 Nutritionist/dietitian influencer (8) | 145 (21.4) | 172,888 ± 88,051 | 9 (6.2) | 1 (0.7) | 4 (2.8) | 36 (24.8) | 41 (28.3) | 33 (22.8) | 21 (14.5) |