Conexão SUS: a YouTube channel for health education and as tool for the strengthening of the Brazilian Unified National Health System (SUS)

ABSTRACT

This manuscript is an analysis of the statistics of the reach and audience of the YouTube Channel Conexão SUS, performed with data provided by the YouTube Studio. Data of audience and engagement of the channel from 2016 to 2021 were studied, evaluating the annual pattern of: number of subscribers, views, impressions, shares, ‘like’ tags, ‘did not like’ tags and watched time in hours. The seasonality of the number of channel views was evaluated through cluster heat map analysis of the number of daily views of the channel from 2016 to 2021. In addition, the behavior of the channel’s users was evaluated based on the contents covered by the channel’s videos, which were categorized into: Primary Health Care, legislation, health system management and health surveillance. Thus, it was observed that the channel accumulates 19.625 subscribers, 984.347 views, 36.796 hours watched and 4.259.577 impressions. The channel’s audience includes the participation of 73.3% of women, aged between 25 and 34 years old, who access the content preferably by their mobile device. Primary care is the content with highest engagement and audience of the channel. The Conexão SUS channel proved to be a driving tool for communication about the Unified Health System (SUS) in social networks.

KEYWORDS
Social networking; Health education; Health communication; Unified Health System