Background <p>Social media, such as Instagram, are communication and information platforms essential to our way of life.</p> Aim <p>This article wants to give an overview of how ophthalmology in Germany is represented on Instagram.</p> Methods <p>Retrospective analysis of 1000 German public Instagram posts in January 2024 with #augenheilkunde.</p> Results <p>Of the posts one third each show diseases/visual problems and marketing by presentation of ophthalmological practices. Professional information regarding congresses or exhibitions is only a&#xa0;small part of the content.</p> Conclusion <p>The Instagram posts evaluated in this study address many ophthalmological aspects but most attention is paid to marketing. Commonly used Instagram techniques are hardly considered. Most of the offered content is factual without a negative or particularly nauseating touch. More usage of interactive or emotionally touching posts could raise the impact on the target group.</p>