The Zoom effect: a Google Trends analysis

Background

The increase in video calls (via Zoom, Microsoft Teams, Skype, etc.) triggered by the COVID-19 pandemic led to heightened awareness of one's own appearance. In addition, the various reopening and restriction rules led to a decline in procedures in the field of aesthetic medicine.

The aim of the present, recent publication (Thawanyarat et al. 2021) was to describe the relationships outlined above by means of a Google Trends analysis. The hypothesis was therefore that, owing to the pandemic, public interest in plastic surgery procedures, particularly those above the shoulder, has increased significantly.

Methods

Using Google Trends, specific search terms (and their search volume) in the USA were recorded between January 2015 and March 2021. Search frequencies were normalised, and a bivariate regression analysis of panel data was then applied to the aggregated trend lines to determine whether there was a statistically significant change in search volume after the reopening and restriction rules.

Results

The following search terms showed a statistically significant increase (p<0.000) in search volume after February 2020: blepharoplasty, Botox, brachioplasty, breast implant removal, breast reduction, brow lift, buccal fat removal, hair transplant, lip augmentation, mentoplasty, otoplasty, platysmaplasty, rhinoplasty and thighplasty. Chi-square analysis showed a statistically significant association (chi-square = 4.812, p = 0.028) between the increase in search volume and procedures above the shoulder.

Conclusion

Public interest in surgical aesthetic procedures above the shoulder has increased statistically significantly since February 2020 compared with procedures below the shoulder. Further analyses will show to what extent video conferencing influences public interest in aesthetic procedures.

Source:

Thawanyarat et al. Aesthet Surg J . 2021 Sep 28;sjab347. doi: 10.1093/asj/sjab347.