Crisis Communication on Instagram During COVID-19: A Content Analysis of Institutional Public Health Messaging in Colombia Using the CERC Framework

Background: The COVID-19 pandemic required governments to communicate rapidly and effectively amid uncertainty and misinformation. Social media became critical for disseminating health guidance and shaping public behavior. In Colombia, where the population often relies on social media for news, public institutions turned to digital communication to inform the public. This study analyzes how Colombian public institutions used Instagram to communicate risk throughout seven key phases of the pandemic. Methods: We conducted a longitudinal, mixed-methods content analysis of Instagram posts published between January 2020 and June 2022 by five Colombian public health and government institutions. Quantitative analyses examined variations in format, target audience, visual depictions, and audience engagement metrics across pandemic phases and institutions. The posts were also coded using the Crisis and Emergency Risk Communication (CERC) framework to identify the use of core themes and guiding communication principles. Results: Institutions increased activity during key periods of uncertainty, particularly at the onset of lockdowns, and during major surges in cases. Thematic content evolved over time in accordance with the phases of a crisis defined by CERC: early posts centered on risk messaging and reducing uncertainty, while later phases emphasized self-efficacy and reassurance. Most posts targeted the general population and relied on visual formats such as infographics, photos, and short videos. However, audience segmentation was limited, and the representation of historically marginalized communities was infrequent. While CERC communication principles such as “clarity”, “transparency” and “call to action” were common, others like “empathy” and “correction of misinformation” were applied less consistently. Engagement rates fluctuated across phases, generally increasing during periods of heightened uncertainty. Conclusions: This study offers a longitudinal view of digital crisis communication in Latin America, highlighting how Colombian institutions adapted messaging strategies throughout an extended public health emergency. By applying the CERC framework, our findings underscore both effective practices - including timely risk updates, visual clarity, and consistent calls to action - and areas for improvement, including greater audience segmentation, and empathetic messaging. These insights can inform future emergency preparedness efforts by emphasizing the importance of adaptive, inclusive, and evidence-based communication strategies for crisis management on social media platforms.