Evaluating the reliability and usefulness of Instagram® content related to early childhood caries: a
cross-sectional content analysis

Background: Early childhood caries (ECC) is a major public health problem in children under six. As social media increasingly serves as a health information source, this study evaluated the content, quality, and usefulness of ECC-related Instagram® posts for parents and caregivers using the Modified DISCERN instrument and a Usefulness score. Methods: A cross-sectional content analysis was conducted on public Instagram® posts collected on 16–17 October 2025 using a new account and the hashtags #earlychildhoodcaries and #erkençocuklukçağıçürüğü. Two independent researchers evaluated post and user characteristics, engagement metrics, information quality using Modified DISCERN (0–5), and usefulness (0–6). Data were analyzed using Mann-Whitney U, Kruskal-Wallis, and Spearman correlation tests (p < 0.05). Results: Of the 298 posts initially screened, 263 were included (#earlychildhoodcaries: n = 149; #erkençocuklukçağıçürüğü: n = 114). Most posts were shared by specialist dentists (68.1%) and were photo-based (98.1%); 81.7% were informational and 18.3% promotional. The median Modified DISCERN score was 2 (0–4), and the median Usefulness score was 1 (0–5), indicating generally low information quality and limited usefulness. Modified DISCERN scores differed by post purpose (p < 0.001) but not by hashtag or user type. Usefulness scores differed by user status, user type, post purpose, and hashtag type (all p < 0.05), with higher rank-based usefulness for #earlychildhoodcaries posts. Weak negative correlations were observed between usefulness and follower count, likes, and comments, whereas Modified DISCERN scores were not associated with engagement metrics. Conclusions: ECC-related Instagram® posts generally have low quality and limited usefulness, even when shared by healthcare professionals. As engagement does not reflect informational value, more evidence-based educational content is needed to support parents’ and caregivers’ informed decision-making.

Early childhood caries; Social media; Instagram®; Oral health; Public health; Dental caries

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