YouTube and Instagram are Similar; but Audience Response to Health Message Strategies Differ: A Comparative Content Analysis of Anti-Vaping Video Campaigns on Social Media

Richard Amoako

Advisor: Gary L. Kreps, PhD, Department of Communication

Committee Members: Christopher E Clarke, Richard T. Craig

Online Location, Online
April 22, 2025, 10:30 AM to 12:30 PM

Abstract:

This study examines anti-vaping videos on YouTube and Instagram, focusing on message appeals and their relationship with engagement metrics among viewers on both platforms. The study, originally intended to analyze the FDA's The Real Cost Campaign, transitioned to a wider array of videos due to the inactivity of the campaign's YouTube channel. Findings indicate that threat and health appeals, along with loss-framed messaging, were the predominant techniques, highlighting the risks associated with vaping. Nevertheless, these appeals did not significantly drive engagement. Instagram videos prioritized vlogs and narrative storytelling, whereas YouTube showcased structured educational content, resulting in higher engagement. Emotional appeals differed by platform, with humor and happiness predominating on Instagram, whereas YouTube employed fear-based messaging. Results suggest platform-specific strategies are crucial for anti-vaping campaigns. Instagram specializes in short-form, relatable content, but YouTube facilitates a deeper engagement through narrative-driven videos. These insights guide forthcoming health communication initiatives on social media.

Keywords: anti-vaping campaigns, YouTube, Instagram, messaging strategies, videos, engagement, health communication, social media.

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https://gmu.zoom.us/j/93399763551

Meeting ID: 933 9976 3551