Abstract
BACKGROUND: Social media platforms like Instagram offer significant potential for dental education, outreach, and branding, though their specific utilization by dental schools in the Gulf Cooperation Council (GCC) remains underexplored despite high regional use. OBJECTIVE: The aim of study was to analyze the utilization of Instagram by official dental school accounts across the GCC, specifically examining content types, media formats (images, carousels, reels), target audiences, and engagement metrics. METHODS: This study investigated how 11 official GCC dental school Instagram accounts utilized the platform over 12 months, analyzing content types, media formats, target audiences, and engagement. A cross-sectional observational study collected publicly accessible data, including post details, engagement metrics, and thematic classifications. Posts were coded for target audience, language, and media format, with data analyzed using descriptive statistics, Chi-square tests, ANOVA, and Multiple Linear Regression. RESULTS: Of 11 accounts, five showed consistent activity. Educational content was predominant (43.6%), with "news" being the most common sub-classification (52.9%). Most posts targeted a general audience (64.6%), and while language varied, posts targeting professionals and Reels generated the highest engagement and visibility. Regression confirmed post nature, language, and hashtag use as significant predictors of engagement. CONCLUSION: Instagram is a valuable tool for GCC dental schools, primarily for education and professional engagement. The high engagement with professional content and Reels suggests strategic opportunities, and future research should explore longitudinal outcomes and user perceptions for optimization.