Getting Health Messages Shared: What Really Works on Instagram

Instagram has evolved far beyond being a hub for fashion, food, and lifestyle brands. With more than 2 billion monthly users, it has become one of the most potent platforms for storytelling, education, and awareness-building. For healthcare communicators, that reach is impossible to ignore.

What makes Instagram especially effective is its ability to translate complex or sensitive health information into visual, accessible, and emotionally resonant content. Reels, carousels, and infographics allow you to distil big ideas into bite-sized, shareable moments. The platform also connects directly with younger demographics — Millennials and Gen Z — who are less likely to seek health information through traditional media or institutional websites.

But here’s the critical insight: shares matter more than likes.

• A like signals agreement.
• A comment shows engagement.
• But a share extends your reach into entirely new networks — multiplying visibility and influence far beyond your existing followers.

For health messages — where the goal is often awareness, education, or behaviour change — shares are the ultimate form of amplification.

So, what makes people hit the share button? Let’s look at five proven types of content that consistently get shared.

1. Motivational or Inspirational Content

Why it works: Inspiration is universal. People share motivational content because it makes them feel uplifted, and they want others to feel the same.

Healthcare examples

• A resilience story highlighting a patient’s recovery journey (with consent and sensitivity).
• A reel showcasing the dedication of frontline staff during a public health campaign.
• A quote graphic emphasising the importance of small, daily habits for long-term health.

Tip: Keep it authentic. Forced positivity rings hollow, but real, human stories resonate deeply. When possible, focus on lessons learned or a hopeful outcome, not just glossy “success.”

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