BACKGROUND
In the digital age of publication and era of social media, there is increased need for precise and concise reporting of medical manuscripts to educate students, physicians, and other health professionals. Both visual abstracts (VAs) and textual reports (TRs) have been utilized online, but there is a paucity of study about whether VAs really boost user engagement through visual representation of key study findings. Furthermore, prior studies have focused on specialty journals content as opposed to the general medical community.
OBJECTIVE
The current study was designed to analyze the effectiveness of standardized VAs across the general medical community.
METHODS
In this prospective case-control study, we used Twitter to publish 18 pairs of VAs and TRs from an open-access, physician-run medical news organization with healthcare professional readership across all medical specialties in order to investigate the effect of VAs on user engagement. Each VA/TR pair, which generally covered new research applicable to the general internist, was published on the same day, covered the same content, and had the same title on Twitter; posts for TRs had a nonspecific control image and link to a text abstract, while VA posts had a partial preview and link to the full VA. The outcomes studied were views, engagement rate, and percent change in engagement rate.
RESULTS
Results showed that while there was no difference in number of views on Twitter (P=.83), VAs had significantly higher engagement rates (P=.002), with an average fold change of 2.75 (95% CI 1.83 to 3.67).
CONCLUSIONS
Our results show that Twitter posts containing previews and links to VAs had more user engagement than posts with no visual content and links to TRs, which suggests that VAs are more effective tools for promoting engagement with medical content.