We analyzed Instagram posts about Zika by using the Health Belief Model. We found a high presence of threat messages, yet little engagement with these posts. Public health professionals should focus on posting messages to increase self-efficacy and benefits of protective behavior, especially when a vaccine becomes available.
Keywords: #Zika; Instagram; Zika; Zika virus; behavior; health belief model; infectious diseases; internet; posts; public health communications; social media; viruses.