O2186: Tiktok Docs: A Robust Quantitative Analysis of Far-reaching Tiktok Videos

Background: TikTok is a video-sharing app with one billion monthly users. Videos under #DoctorsofTikTok have garnered over 4.8 billion views, showing that TikTok is a powerful platform for the dissemination of medical information to teens, who make up the majority of viewers. The purpose of this study is to examine common features in top TikTok videos to understand the best strategies to reach pediatric audiences when sharing medical content on TikTok.

Methods: The top TikTok videos under #DoctorsofTikTok were collected using an online web scraper. The following data were collected by trained coders: 1) creator characteristics (username, follower count); 2) credential claim and verification; 3) perceived demographics (i.e., gender, age, skin color); 4) video content (i.e., topic, dance, music); 5) clothes (i.e., white coat, scrubs); 6) video metrics (views, likes). Descriptive analysis, t-tests, and linear regressions were performed in R.

Results: 765 TikTok videos (2,036,390,000 views) met inclusion criteria. Linear regression showed videos received more views if the topic was “debunking” medical myths (p < 0.01) or procedural (p < 0.001), or included music (p < 0.05). Videos received fewer views if the uploader was between the ages 18-30 (p < 0.001), 31-65 (p < 0.001), and 66+ (p < 0.001) compared to those uploaded by those under 18. Alternative medical professionals (p < 0.05) and nurses (p < 0.05) received fewer views than physicians. Duet or stitch collaborations (p < 0.01) received more likes than normal videos. Videos received more comments if a patient was seeking advice (p < 0.05). Otolaryngologists received more likes (p < 0.05) than other specialties. Clothes, gender, and skin color were not statistically significant when analyzing views, likes, or comments, nor when comparing physicians with an MD vs. DO degree. T-tests analyzing total views between MD vs. DO were insignificant.

Conclusion: Videos under the hashtag #DoctorsofTikTok have amassed an enormous number of views, likes, comments, and shares. Our results indicate that 1) persons with a medical degree, 2) collaborations with young people, 3) debunking medical myths or discussing medical procedures in a straightforward manner, and 4) upbeat background music - were most appealing to TikTok viewers. It does not matter what your demographics are or what you are wearing: any enthusiastic medical professional can reach a young audience seeking information on this platform that has the potential to reach millions. Your expertise can make a difference.