P3857 - Short-Form Videos for Colorectal Cancer Screening Awareness

Nicolas Restrepo, MS¹, Betsy Escobar, MD², Milena G. Suarez, MD, FACG¹, Jane Montealegre, PhD³, Maria Jibaja-Weiss, ^2
1Baylor College of Medicine, Houston, TX; ²Dan L. Duncan Comprehensive Cancer Center, Baylor College of Medicine, Houston, TX; ³The University of Texas MD Anderson Cancer Center, Houston, TX

Introduction: Our colorectal cancer screening awareness project harnessed the power of short-form social media videos to captivate a diverse audience and significantly increase engagement compared to previous efforts. This initiative leveraged existing media assets funded by the Cancer Prevention and Research Institute of Texas (CPRIT) as part of a broader colorectal cancer prevention project.

Methods: We produced short-form videos, each under two minutes, featuring patient actors from various backgrounds, procedure demonstrations, and colorful animated captions explaining medical screenings such as colonoscopies and fecal immunochemical tests. These bilingual videos, available in both English and Spanish, mimicked popular social media content styles to enhance interest and engagement. The content was posted on an existing X (formerly Twitter) account focused on cancer prevention and treatment information. During a 6-week trial, we posted one short-form video per week alongside non-video content, such as pictures.

Results: Posts with short-form videos averaged 118.3 impressions (visibility and interactions), in contrast to 43.9 impressions for non-video posts. Engagements, which include likes, comments, and shares, also showed a substantial increase, with video posts averaging 18.5 engagements compared to 1 for non-video posts. A monthly breakdown shows that in February and March 2024, impressions of short-form video posts increased by 152% and 187%, respectively, compared to posts from the same months without short-form videos. Engagement soared by a factor of 7 and 9, respectively. When analyzing the data by language, the four Spanish-language video posts received an average of 128.6 impressions and 10.8 engagements, while the two English-language video posts averaged 97.8 impressions and 7.5 engagements. This represents a 32% increase in impressions and a 44% increase in engagement rate for the Spanish-language content.

Discussion: This project demonstrates the effectiveness of incorporating current digital trends like short-form videos to enhance health education. By making information more accessible and integrating it seamlessly into the daily media consumption habits of our audience, we significantly increased engagement and awareness of colorectal cancer screening options. These findings highlight the potential of this method as a scalable model for cancer prevention and education.


Disclosures:


Nicolas Restrepo, MS¹, Betsy Escobar, MD², Milena G. Suarez, MD, FACG¹, Jane Montealegre, PhD³, Maria Jibaja-Weiss, ². P3857 - Short-Form Videos for Colorectal Cancer Screening Awareness, ACG 2024 Annual Scientific Meeting Abstracts. Philadelphia, PA: American College of Gastroenterology.