Social media influencers could play a critical role in promoting sunscreen use among Black Americans, according to new research from the University of Georgia.
The study, which used a fictional “skinfluencer,” reached over 500 Black participants with messages about melanoma risks and skin health. While melanoma is less common among Black Americans, the death rate is higher compared to white populations.
Positive messaging, especially around reducing hyperpigmentation, proved most effective. Participants reported a greater willingness to use and purchase sunscreen after seeing these influencer-style messages. In contrast, messages with statistics or emphasizing the severity of skin cancer had little impact.
“Leveraging influencers for health and well-being messages is a very needed area,” said lead researcher Nate Evans, associate professor of advertising at UGA’s Grady College.