Your Dermatologist Knows guides public with helpful content across all platforms
2023 was the first full year of the Your Dermatologist Knows consumer positioning strategy and it garnered strong results. The strategy has two main prongs: social media and traditional media.
Social media
Your Dermatologist Knows-related social media content was shared far and wide in 2023. The Academy posted the content on its public-facing Instagram, Facebook, and Pinterest accounts, and also shared content through its TikTok account, which was launched in July. Across all of the Academy’s social media platforms, we gained over 12,000 followers, generated 89.1 million views, and garnered 26.4 million engagements.
Over the course of the year, the AAD Instagram account hosted 14 Instagram Lives, where the Social Media Correspondents interviewed member influencers about various skin, hair, and nail topics. 25 different dermatologists were featured across all social media feeds, showcasing the diversity of the specialty. Content often addressed social media trends, including at-home cosmetic procedures, self-care facemasks, and viral skin care myths. The common theme across all platforms and content was educating the public about the breadth and extent of the knowledge, training, and expertise that only a board-certified dermatologist can provide.
Traditional media
The Academy secured nearly 30,500 traditional media placements that generated more than 138 billion media impressions in 2023. During that time, the Your Dermatologist Knows media relations outreach efforts resulted in 129 placements in high-profile media publications, including 13 in the New York Times, nine in USA Today, eight each in U.S. News & World Report and Everyday Health, seven in the Huffington Post, and three in the Washington Post.
Trusted content on YouTube
The Academy’s Videos of the Month were recently rebranded to Your Dermatologist Knows Videos, and those, too, saw great success. The Academy published 10 new videos in 2023, and the media relations efforts for these new videos resulted in 33 media placements that generated more than 56 million media impressions in media outlets with an audience of 100,000 or more. The Academy’s full library of videos received nearly 1 million views, and the AAD YouTube account gained 9,700 new subscribers to reach a total of 166,233 to close out the year.
However, perhaps the most important new development for Your Dermatologist Knows videos in 2023 is that the Academy’s YouTube channel was recognized as a credible source for health information by YouTube. With this recognition, the Academy’s YouTube content can better help position the specialty as the skin, hair, and nail experts. As a credible source, the Academy’s videos are given prominence when viewers search for applicable video topics on YouTube, and when viewers are watching one of the Academy’s videos, a label is now visible to mark the information as trustworthy.
YouTube began designating certain channels and creators as credible sources to give viewers context about where their health care information is coming from. Credible sources are defined using standards laid out by the National Academy of Medicine, American Public Health Association, and World Health Organization. This new designation will only help strengthen trust in the Academy’s information and help bolster our efforts to educate the public on the importance of seeing a board-certified dermatologist for conditions affecting the skin, hair, and nails.
A list of our top-performing social media content in 2023:
Dr. Scott Walter demonstrates how much sunscreen is needed
A trendy video reminds viewers that skin care products do not need to be expensive to be effective
Dr. Oyetewa Oyerinde explains 10 nail changes a dermatologist should examine
Dr. Sara Moghaddam outlines common signs of basal cell carcinoma
A graphic highlights the definition of “dermatologist” on National Doctor’s Day
A video tutorial walks the audience through how to complete a skin self-exam
Our top-performing YouTube videos in 2023:
How to clean your makeup brushes
How to tell if a rash needs medical attention
How to prevent and treat nail fungus
How to find head lice early
Head lice: How to treat
How to remove gum without cutting hair
How to remove a splinter
4 cradle cap tips from dermatologists
How to trim your nails
Home treatment for warts
How to relieve itchy skin
How to treat cold sores
