Background Recent evidence suggests that 59%-73% of Black women are not reaching recommended targets for physical activity (PA). PA is a key modifiable lifestyle factor that can help mitigate risk for chronic diseases such as obesity, diabetes, and hypertension, which disproportionately affect Black women. Web-based communities focused on PA have been emerging in recent years as digital gathering spaces to provide support for PA in specific populations. Objective The purpose of this study was to conduct a content analysis of the Black Girls Run (BGR) Facebook page, which is devoted to promoting PA in Black women and has over 230,000 followers. Such data can inform future social media–based interventions. Methods We collected 397 posts and associated engagement data from the national BGR Facebook page for the 6-month period between June 1 and December 31, 2021. We then conducted a content analysis of these posts and examined which types of posts elicited the most engagement. Results The content analysis revealed 8 categories of posts: shout-outs (30.7%), goals or motivational posts (16.3%), announcements (15.9%), sponsored posts or advertisements (13.6%), health-related posts (11.0%), the lived Black experience posts (5.79%), self-care posts (3.78%), and holiday-related posts or greetings (2.02%). These 397 posts attracted a total of 55,573 engagements. Of these, 33,560 were “reactions” (eg, likes) and 5082 were shares. Shout-outs elicited the highest engagement (22,268 engagements), followed by goals or motivational posts (11,490 engagements). Conclusions The majority of content on the BGR Facebook page (62.9%) was focused on celebrating member achievements, motivating members to become active, and announcing and promoting active events. This content also attracted 75% of the engagement on this page. BGR appears to be a rich web-based community that offers social support for PA as well as culturally relevant health and social justice content. Web-based communities may be uniquely positioned to engage minoritized populations in health behavior. Further research should explore how to best leverage web-based communities in interventions to increase PA and other lifestyle behaviors. Conflicts of Interest None declared.

Background About 59%-73% of Black women do not meet the recommended targets for physical activity (PA). PA is a key modifiable lifestyle factor that can help mitigate risk for chronic diseases such as obesity, diabetes, and hypertension that disproportionately affect Black women. Web-based communities focused on PA have been emerging in recent years as web-based gathering spaces to provide support for PA in specific populations. One example is Black Girls Run (BGR), which is devoted to promoting PA in Black women. Objective The purpose of this study was to describe the content shared on the BGR public Facebook page to provide insight into how web-based communities engage Black women in PA and inform the development of web-based PA interventions for Black women. Methods Using Facebook Crowdtangle, we collected posts (n=397) and associated engagement data from the BGR public Facebook page for the 6-month period between June 1, 2021, and December 31, 2021. We pooled data in Dedoose to analyze the qualitative data and conducted a content analysis of qualitative data. We quantified types of posts, post engagement, and compared post types on engagement: “like,” “love,” “haha,” “wow,” “care,” “sad,” “angry,” “comments,” and “shares.” Results The content analysis revealed 8 categories of posts: shout-outs to members for achievements (n=122, 31%), goals or motivational (n=65, 16%), announcements (n=63, 16%), sponsored or ads (n=54, 14%), health related (n=47, 11%), the lived Black experience (n=23, 6%), self-care (n=15, 4%), and holidays or greetings (n=8, 2%). The 397 posts attracted a total of 55,354 engagements (reactions, comments, and shares). Associations between the number of engagement and post categories were analyzed using generalized linear models. Shout-out posts (n=22,268) elicited the highest average of total user engagement of 181.7 (SD 116.7), followed by goals or motivational posts (n=11,490) with an average total engagement of 160.1 (SD 125.2) and announcements (n=7962) having an average total engagement of 129.9 (SD 170.7). Significant statistical differences were found among the total engagement of posts (χ72=80.99, P<.001), “like” (χ72=119.37, P<.001), “love” (χ72=63.995, P<.001), “wow” (χ72=23.73, P<.001), “care” (χ72=35.06, P<.001), “comments” (χ72=80.55, P<.001), and “shares” (χ72=71.28, P<.001). Conclusions The majority of content on the BGR Facebook page (n=250, 63%) was focused on celebrating member achievements, motivating members to get active, and announcing and promoting active events. These types of posts attracted 75% of total post engagement. BGR appears to be a rich web-based community that offers social support for PA as well as culturally relevant health and social justice content. Web-based communities may be uniquely positioned to engage minoritized populations in health behavior. Further research should explore how and if web-based communities such as BGR can be interwoven into health interventions and health promotion.

BACKGROUND About 59-73% of Black women do not meet the recommended targets for physical activity (PA). PA is a key modifiable lifestyle factor that can help mitigate risk for chronic diseases such as obesity, diabetes, and hypertension, which disproportionately affect Black women. Online communities focused on physical activity have been emerging in recent years as virtual gathering spaces to provide support for physical activity in specific populations. One example is Black Girls Run (BGR), which is devoted to promoting physical activity in Black women. OBJECTIVE The objective of this study was to describe the content shared on the BGR public Facebook page, to provide insight into how online communities engage Black women in PA and inform the development of online PA interventions for Black women. METHODS We collected 397 posts and associated engagement data from the BGR public Facebook page for the 6-month period between June 1, 2021 and December 31, 2021. We then conducted a content analysis of these posts and then compared post types on engagement. RESULTS The content analysis revealed 8 categories of posts: shout-outs to members for achievements (30.7%), goals/motivational (16.3%), announcements (15.9%), sponsored/ads (13.6%), health-related (11.0%), the lived Black experience (5.79%), self-care (3.78%), and holidays/greetings (2.02%). The 397 posts attracted a total of 55,354 engagements (reactions, comments and shares). Shout-out posts elicited the highest user engagement (22,268 engagements), followed by goals/motivational posts (11,490 engagements). CONCLUSIONS The majority of content on the BGR Facebook page (62.9%) was focused on celebrating member achievements, motivating members to get active, and announcing and promoting active events. These types of posts attracted 75% of total post engagement. BGR appears to be a rich online community that offers social support for PA as well as culturally-relevant health and social justice content. Online communities may be uniquely positioned to engage minoritized populations in health behavior. Further research should explore how to leverage online communities in health promotion interventions. CLINICALTRIAL N/A