34394 Skin of color dermatology on TikTok: An analysis of popular social media content and sources

Abstract

Background: Social media is a powerful tool for information dissemination. Platforms such as TikTok are used by board-certified dermatologists to educate users globally. However, studies demonstrate a strong presence of nondermatologist influencers among dermatology-focused content, posing a potential risk for misinformation. Here, we investigate the sources of the most popular skin of color (SOC) dermatology posts on TikTok. Methods: 61 SOC-related TikTok hashtags derived from multiple sources (Skin of Color Society, common SOC disorders, and SOC-focused social media research) were searched in September 2021. Popularity of each hashtag by total views was examined, along with source, content (educational, promotional, or personal), and level of engagement (likes and comments) of the top-viewed post for each hashtag. Results: The most popular SOC hashtags by total related post views were #IngrownHair (2B views), #HairLoss (1.2B), #Dandruff (875M), #Vitiligo (483M), and #Hyperpigmentation (251M). Least popular hashtags included #Skinofcolordermatology, #BrownSkinMatters, and #PseudofolliculitisBarbae, with no related posts for 17 hashtags. For available top-viewed posts, #HidradenitisSuppurativa was most-viewed (75M, esthetician, personal) while #Folliculitis (722M likes, esthetician, educational) and #Dandruff (76K comments, blogger, personal) had highest engagement. Overall, only 28% (12/43) of top-viewed posts were Board-certified dermatologists, 9% (4/45) were other healthcare providers, and all of these were educational. Conclusion: The most popular hashtags were regarding hair or pigmentary disorders. Many of the posts were not strictly SOC-related. Estheticians and bloggers are the source of most SOC dermatology-related content on TikTok. Herein lies opportunity for more Board-certified dermatologists to share evidence-based information with online communities.