'The newer, the better!..?' : Health crisis communication of the German Government on Instagram during COVID-19

The ongoing corona crisis asked for effective crisis communication of the government. As the German government started to communicate to its public about COVID-19 on Instagram, as a rather new tool, it is investigated how the German government communicates to its public via Instagram in terms of content, tone, goal and message form, as well as the difference between two crisis phases will be examined. This was done by a conducted content analysis. The findings show that the factor times is decisive and the platform Instagram can be seen as a promising, thus rather complementary tool for governmental health crisis communication.