{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,21]],"date-time":"2026-08-21T13:23:58Z","timestamp":1787318638270,"version":"build-2736575974"},"reference-count":51,"publisher":"Oxford University Press (OUP)","issue":"5","license":[{"start":{"date-parts":[[2026,8,21]],"date-time":"2026-08-21T00:00:00Z","timestamp":1787270400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"School of Public Health and Health Professions, University at Buffalo"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,8,21]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>There is considerable interest in collaborating with social media influencers to promote health messages, but little evidence demonstrating how this might be done in organizations with few resources or experience. We tested the feasibility and cost of partnering with social media nano- and micro-influencers to promote colorectal cancer (CRC) screening messages. We identified 16\u00a0US influencers through an online influencer marketing campaign platform. To test if influencers would create theory-consistent content, we provided them with recommended CRC screening information and guidelines for including one of four message strategies (threat, efficacy, threat and efficacy, information only). Influencers created and posted one video promoting CRC screening on their Instagram Reels and Stories, June\u2013July, 2025. Engagement metrics were collected 1 month after posting. The videos were viewed 89\u2009764 times (M\u2009=\u20095610, SD\u2009=\u20095545), and cost $0.13 per view. They did not elicit resistance; comments were 96% positive, 4% neutral, 0% negative, and engagement rates were high (mean\u2009=\u20097.9%). Influencers were largely able to follow written guidance for including theory-based content in their posts. In light of the rise in social media use, including among middle-aged and older adults, partnerships between public health organizations and social media influencers could expand health message reach.<\/jats:p>","DOI":"10.1093\/her\/cyag024","type":"journal-article","created":{"date-parts":[[2026,7,28]],"date-time":"2026-07-28T11:18:07Z","timestamp":1785237487000},"source":"Crossref","is-referenced-by-count":0,"title":["Feasibility and cost of partnering with social media influencers to promote colorectal cancer screening"],"prefix":"10.1093","volume":"41","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0147-8378","authenticated-orcid":false,"given":"Heather","family":"Orom","sequence":"first","affiliation":[{"name":"Department of Community Health and Health Behavior, 304 Kimball Tower, 3435 Main St., University at Buffalo , Buffalo, NY 14214 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Natasha C","family":"Allard","sequence":"additional","affiliation":[{"name":"Department of Community Health and Health Behavior, 304 Kimball Tower, 3435 Main St., University at Buffalo , Buffalo, NY 14214 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1705-2961","authenticated-orcid":false,"given":"Tiffany","family":"Nguyen","sequence":"additional","affiliation":[{"name":"Georgetown University , 3700 O St., N.W., Washington, DC 20057 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"286","published-online":{"date-parts":[[2026,8,21]]},"reference":[{"key":"2026082108274281300_ref1","doi-asserted-by":"publisher","first-page":"e70067","DOI":"10.3322\/caac.70067","article-title":"Colorectal cancer statistics, 2026","volume":"76","author":"Siegel","year":"2026","journal-title":"CA Cancer J Clin"},{"key":"2026082108274281300_ref2","doi-asserted-by":"publisher","first-page":"1965","DOI":"10.1001\/jama.2021.6238","article-title":"Screening for colorectal cancer: US preventive services task force recommendation statement","volume":"325","author":"US Preventive Services Task Force","year":"2021","journal-title":"JAMA J Am Med Assoc"},{"key":"2026082108274281300_ref4","doi-asserted-by":"publisher","first-page":"e2344698","DOI":"10.1001\/jamanetworkopen.2023.44698","article-title":"Estimated US cancer deaths prevented with increased use of lung, colorectal, breast, and cervical cancer screening","volume":"6","author":"Knudsen","year":"2023","journal-title":"JAMA Netw Open"},{"key":"2026082108274281300_ref5","volume-title":"Audiences are Declining for Traditional News Media in the U.S. - with Some Exceptions 2023","author":"Lipka"},{"key":"2026082108274281300_ref6","volume-title":"Social Media Fact Sheet 2024","author":"Pew Research Center"},{"key":"2026082108274281300_ref7","volume-title":"Use of Colorectal Cancer Screening Tests 2023","author":"Centers for Disease Control and Prevention (CDC)"},{"key":"2026082108274281300_ref8","doi-asserted-by":"publisher","first-page":"e63864","DOI":"10.2196\/63864","article-title":"Colorectal cancer racial equity post volume, content, and exposure: observational study using twitter data","volume":"27","author":"Tong","year":"2025","journal-title":"J Med Internet Res"},{"key":"2026082108274281300_ref9","doi-asserted-by":"publisher","first-page":"e63344","DOI":"10.2196\/63344","article-title":"Instagram posts promoting colorectal cancer awareness: content analysis of themes and engagement during colorectal cancer awareness month","volume":"9","author":"Srivastava","year":"2025","journal-title":"JMIR Form Res"},{"key":"2026082108274281300_ref10","doi-asserted-by":"publisher","first-page":"108022","DOI":"10.1016\/j.ypmed.2024.108022","article-title":"Associations between news coverage, social media discussions, and search trends about celebrity deaths, screening, and other colorectal cancer-related events","volume":"185","author":"Liu","year":"2024","journal-title":"Prev Med"},{"key":"2026082108274281300_ref11","doi-asserted-by":"publisher","first-page":"82","DOI":"10.1016\/j.igie.2023.01.005","article-title":"\u201cThe Reynolds\u2013McElhenney effect?\u201d: effect of celebrity endorsement on colonoscopy-related videos on TikTok","volume":"2","author":"Lahooti","year":"2023","journal-title":"iGIE."},{"key":"2026082108274281300_ref12","doi-asserted-by":"publisher","first-page":"100534","DOI":"10.1016\/j.gastha.2024.08.013","article-title":"What are TikTok users saying about colorectal cancer? 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