Reach of the Instagram profile @microbioworld in popularizing mycology and microbiology.

Online social networks have revolutionized scientific communication, making platforms like Instagram indispensable for sharing complex topics, including mycology. This study evaluated three key factors in assessing the impact of social media on scientific dissemination: follower profiles, reach, and engagement levels. We used the professional Instagram account @microbioworld as a case study. Account performance data were collected over a 90-day period (12 August-9 November 2024). Post performance was evaluated using data from selected posts published between 11 January and 11 November 2024. By the end of our sampling period, the account reached a total of 45 959 followers, with the majority aged 25-34 years (44.8%). It reached 108 631 unique accounts, with 22.4% being followers and 77.6% non-followers, generating 236 860 impressions and 15 750 interactions. Likes accounted for 83.3% of engagement. Posts featuring microorganism cultures achieved the highest engagement and reach. Sentiment analysis, using Bing and AFINN lexicons, revealed that over 89% of sentiments expressed in comments were positive. These findings demonstrate how Instagram can disseminate microbial content, foster positive perceptions of microorganisms, and emphasize their ecological importance, encouraging audience involvement with mycology and microbiology.