The Impact on Audience Engagement of Coordinating a Public Health Campaign on Antimicrobial Resistance Through a Network of Health Content Creators: Longitudinal Observational Study

Coordinating health content creators to release AMR-related videos on YouTube coinciding with an international AMR event increased audience interactivity but did not enhance reach. This study shows the need to better understand which AMR-specific content factors contribute toward greater traction and to assess audience needs among the wider public to discern how best to harness social media interventions as a tool to improve AMR-related outcomes.