#outubrorosa e promoção da saúde: análise das postagens no Instagram sobre o câncer de mama

The study presented in this article analyzed the dynamics of posts on the topic of the breast cancer prevention on Instagram. The 300 most relevant posts published between December 2019 and September 2020 were selected using the hashtag “#outubrorosa”. Most of the posts corresponded to photos (66.33%) with questions related to primary prevention (55.67%) and which were published by non-health professionals (45.33%). The posts presented an average of 196.06 likes and 14.43 comments. Posts with photo format published by non-health professionals were the ones with the highest number of likes (p <0.01), whereas those that addressed the topic of primary prevention were the ones with the least number of likes (p <0.01). It is concluded that Instagram is an important tool to be used in the awareness of the young population about self-care, however it is suggested the need to examine the quality of the posted content.