625 - TikTok Docs: A Robust Quantitative Analysis of Far-Reaching TikTok Videos
Monday, May 1, 2023
9:30 AM – 11:30 AM ET
Poster Number: 625 Publication Number: 625.454
Elaine X. Cheng, Cohen Children’s Medical Center, Bethesda, MD, United States; Kara Sangiuolo, Cohen Children's Medical Center, Fairfield, CT, United States; Fiona P. Dubrosa, Cohen Children's Medical Center, New York, NY, United States; Mary O'Connor, Cohen Children's Medical Center, New City, NY, United States; Ananya Terala, Cohen Children's Medical Center, Suwanee, GA, United States; Xihang Wang, Cohen Children's Medical Center, Princeton, NJ, United States; Ruth Milanaik, Cohen Children's Medical Center, Lake Success, NY, United States
Summer Research Assistant Cohen Children’s Medical Center Bethesda, Maryland, United States
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. Objective: To examine common features in top TikTok videos to understand the best strategies to reach pediatric audiences when sharing medical content on TikTok. Design/Methods: The top TikTok videos under #DoctorsofTikTok were collected using an online web scraper. The following data was 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(s): 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.
