Analyzing Social Media Impact: Which Visual Abstracts Work Best for Medical Research?

Medical journals have been using visual abstracts (VAs) since 2016 to promote research on social media. This study assessed the impact of different types of VAs on social media engagement across various journals within the JAMA Network. Linking VAs, which directly open the article, received more clicks, while expandable VAs, which enlarge when clicked, garnered higher impressions and engagement. The effectiveness varied across platforms and journal categories. The study highlights the complexity of user engagement and emphasizes the need for balanced investments in high-quality VAs.

Trueger NS, Aly E, Haneuse S, Huang E, Berkwits M. Randomized Clinical Trial Visual Abstract Display and Social Media–Driven Website Traffic. JAMA. Published online September 29, 2023. doi:10.1001/jama.2023.16839


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