From posts to practice: Instagram's role in veterinary dairy cow nutrition education—How does the audience interact and apply knowledge? A survey study

ABSTRACT: This study evaluates Instagram's efficacy as an educational tool in veterinary sciences, focusing on dairy cow nutrition and management. Using the Instagram account “Stalla Didattica Unibo,” established in December 2020, a survey was conducted with 102 respondents, primarily consisting of university students (44.12%). The respondents were divided into 2 major groups: students and the general population, with the latter comprising professionals and others not currently in educational programs. In the overall population, the age group of 25 to 34 yr accounted for 51%, but among students, it was 73.3%. In terms of gender distribution, there was a female majority in the general population (59.8%) and a male majority among students (73.3%). Most responders were from Italy, with Emilia-Romagna contributing significantly. Engagement was measured not only by the length of time participants followed the account but also by active interactions such as likes, comments, and shares. Among the total population, 47.1% had followed the page for over a year, compared with 37.8% of students. Importantly, engagement metrics showed active participation, with a majority reporting improved knowledge (75.6% of the total population and 74.5% of students) and practical application of content (64.4% of the total population and 67.6% of students). Content preferences varied, with the general population favoring quizzes (33.3%) and stories (17.8%), whereas students showed a stronger preference for standard posts (36.3%). Impact was defined as the perceived influence of the Instagram content on the respondents' learning and professional practices, with 46.7% of the total population and 52.9% of students agreeing or strongly agreeing that the page had a positive impact on their knowledge and practical skills. Furthermore, 84.3% of students and 77.8% of the total population stated they would recommend the page to others, underscoring the account's effectiveness as a digital educational tool. The study highlights Instagram's potential to enhance veterinary education and suggests further research to explore the broader application of these strategies across different educational contexts and platforms.