Abstract
BACKGROUND: Social media use is increasing every year, and nurses use social media to connect with each other. As Instagram was the most downloaded application in 2022 worldwide, this study focused on nurses' use of Instagram in the context of the development of a professional identity and in support of the professionalization of nursing. OBJECTIVES: The aim of the study was to find out how nurses use their Instagram profiles to influence their followers' professional identity and support the professionalization of nursing. Therefore, nurses' Instagram posts and the hashtags they used were analyzed. METHODS: A visual content analysis to analyze different Instagram posts using a hierarchical cluster analysis, an ANOVA, and a qualitative content analysis were conducted. The most frequently used nursing-related hashtags were analyzed to include different Instagram profiles (n = 15) in the study. RESULTS: This study identified three different clusters of Instagram profiles, which can be characterized as "Show me what you do," "Let's do education," and "The things we believe in." Consequently, it can be stated that nurses who display their values and beliefs in Instagram reels, half in nursing settings and half at home, have the highest number of followers and significantly more comments per post. The cluster that showed significantly more knowledge-based posts had the lowest number of followers and significantly the lowest number of comments. The content analysis of the hashtags used suggested that nurses who identify themselves as such want to attract attention from other nurses who use nursing-related hashtags. CONCLUSIONS: The results reveal that there is a possible benefit of the use of social media in the development of the nursing profession and professional identity. Followers and interactions can be generated when Instagram users identify with the profile and wish to discuss professional beliefs and values.