Received June 16, 2024
Accepted October 08, 2024

Objective: To determine the prevalence, authorship, and types of fertility-related and oncofertility information shared on Instagram in Brazil using hashtag and content analysis. Methods: A list of 11 fertility hashtags was chosen according to https://www.tagsfinder.com/: #infertility, #ivf, #endometriosis, #tryingotconceive, #maternity, #humanreproduction, #pregnancy, #invitrofertilization, #assistedreproduction, #pregnant, #difficulttogetpregnant. For oncofertility, the hashtags were:#cancerandpregnancy, #oocytecryopreservation), #oncofertility , and #fertilitypreservation. Authorship was divided into healthcare professional (HCP) or lay people (LP). Posts which received over 20 comments were analyzed for topic content divided into six categories: educational, patient experience, outreach, emotional, social support and coping mechanisms, and then analyzed by three of the authors. Posts that were not written in Brazilian Portuguese, videos, reposts of another account and commercial posts were excluded. Results: For the fertility terms 220 posts were analysed: HCP were responsible for 52%(n=114) and LP for 48%(n=106). Among HCP, the majority were doctors (n=78; 68,4%) and fertility clinics (n=27; 23,6%).Authorship analysis (HCPxLP)for each hashtag revealed: #infertility (35%x65%), #ivf (35%x65%), #endometriosis (45%x55%), #tryingotconceive (65%x35%), #maternity (LP100%), #humanreproduction (20%x80%), #pregnancy (95%x5%), #invitrofertilization (50%x50%), #assistedreproduction (5%x95%), #pregnant (85%x15%), #difficulttogetpregnant (5%x95%). Content evaluation showed 39% were educational, 19% emotional, 16% social support, 13% patient experience, 9% coping and 4% outreach. For #oncofertility, 98 posts were retrieved. The majority (77,5%;n=62) were written by HCP and LP only 22,5%. No content analysis was possible due to the heterogeneity of post content. Conclusion: Both HCP and LP write about major fertility topics on Instagram whereas oncofertility appears neglected. Educational content followed by emotional dominate Brazilian Instagram.