Characterizing top educational TikTok videos by dermatologists in response to “TikTok and dermatology: An opportunity for public health engagement”

Abstract

To the Editor: We thank Zheng et al1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar for their interest in our manuscript, “Overview of TikTok's most viewed dermatologic content and assessment of its reliability.”2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar We agree that TikTok holds great potential as a platform for disseminating educational information. To put this potential into perspective, the number of views for the hashtag #acne on TikTok more than doubled from 3.0 to 6.7 billion in just the past 5 months (Table I). As discussed by Zheng et al,1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar to successfully utilize TikTok as an educational outlet, content creators should understand TikTok's target demographic and incorporate features associated with “virality” into their videos. Unlike other popular social media platforms, such as Instagram and Facebook, whose largest audience is young adults (18-34 years old),3Instagram: age and gender demographics. Statista. Accessed February 10, 2021. Available at: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/Google Scholar,4Facebook: users by age and gender. Statista. Accessed February 10, 2021. Available at: https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/Google Scholar TikTok is most popular among teenagers (10-19 years old).1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar This may explain why hashtags such as #acne are so popular on TikTok (Table I).Table INumber of views for top dermatologic diagnoses on TikTok in September 2020 and February 2021HashtagNumber of views as of 9/18/2020Number of views as of 2/9/2021Acne3.0 billion6.7 billionAlopecia407.8 million1.1 billionCyst315.3 million649.4 millionWarts33.7 million39.5 millionSkin cancer35 million43.2 millionEczema32.6 million74.5 millionRosacea31.6 million80.6 millionPsoriasis29.5 million84.0 million Open table in a new tab To help inform Zheng et al's1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar call to dermatologists and dermatology societies to increase their presence on TikTok, we sought to determine what characteristics might contribute to a video's “virality.” To do this, we analyzed the top educational videos posted by board-certified dermatologists on TikTok (n = 31). The methodology by which we identified these videos is described in our initial manuscript.2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar We previously reported that 96.8% (30/31) of these videos contained reliable educational content consistent with the American Academy of Dermatology guidelines, with a 50.1% greater probability of being reliable than videos posted by other content creators (P < .00001).2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar In this follow-up study, we categorized these 31 videos according to their content and audiovisual features (Table II).Table IICharacteristics of the top 31 educational videos posted by board-certified dermatologists on TikTokFeaturesOccurrence among 31 videosContent∗Categories are not mutually exclusive.N (%) (n = 31) Treatment22 (71) Diagnosis8 (26) Patient empathy16 (52) Disease etiology7 (23) Lifestyle1 (3) Epidemiology1 (3) Prognosis1 (3)Audiovisual features On-screen text28 (90) Healthcare attire21 (68)Scrubs17 (55)White coat7 (23) Music20 (65) Physician's voice16 (52) Procedural demonstration13 (42) Product visual10 (32) “Trending” sound†Popular sounds or audio clips that TikTok users may overlay on their videos.10 (32) Green screen8 (26) Photo montage5 (16) Dancing5 (16) Duet‡Video in which TikTok users record alongside another TikTok user's previous video.4 (13) On-screen emoji/GIF1 (3)∗ Categories are not mutually exclusive.† Popular sounds or audio clips that TikTok users may overlay on their videos.‡ Video in which TikTok users record alongside another TikTok user's previous video. Open table in a new tab Of the 31 videos, we found that most conveyed messages about treatment (71%, 22/31), patient empathy (52%, 16/31), diagnosis (26%, 8/31), and disease etiology (23%, 7/31; Table II). In terms of audiovisual features, most videos included on-screen text (90%, 28/31), dermatologists wearing scrubs and/or white coats (68%, 21/31), music (65%, 20/31), and procedural demonstrations (42%, 13/31). As an example, the video with the most views demonstrated a dermatologist treating a plantar wart with cryotherapy and conveying patient empathy for the pain associated with the procedure. This video featured on-screen text and music. Additionally, this video included on-screen emojis and GIFs, which were not seen in the other 30 videos.Our follow-up analysis of the top educational videos by board-certified dermatologists on TikTok improves our understanding of what makes videos like these “viral.” We found that these videos most commonly feature on-screen text, healthcare attire, and music. Although only about a third of videos used “trending” sounds, this feature has been shown to increase the likelihood of a video amassing millions of views.5Blog: burns S. 5 TikTok growth hacks you need to know. Forbes. Accessed February 14, 2021. https://www.forbes.com/sites/stephanieburns/2020/08/14/five-tiktok-growth-hacks-you-need-to-know/Google Scholar As a result, increased use of “trending” sounds by dermatologists may increase engagement with their videos on TikTok. Purposefully utilizing the most popular dermatologic hashtags on TikTok (Table I) would also be expected to increase engagement. We hope these data are helpful to dermatologists and dermatology societies that wish to create “viral” educational content on TikTok and, in doing so, spread important and reliable public health messages. To the Editor: We thank Zheng et al1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar for their interest in our manuscript, “Overview of TikTok's most viewed dermatologic content and assessment of its reliability.”2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar We agree that TikTok holds great potential as a platform for disseminating educational information. To put this potential into perspective, the number of views for the hashtag #acne on TikTok more than doubled from 3.0 to 6.7 billion in just the past 5 months (Table I). As discussed by Zheng et al,1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar to successfully utilize TikTok as an educational outlet, content creators should understand TikTok's target demographic and incorporate features associated with “virality” into their videos. Unlike other popular social media platforms, such as Instagram and Facebook, whose largest audience is young adults (18-34 years old),3Instagram: age and gender demographics. Statista. Accessed February 10, 2021. Available at: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/Google Scholar,4Facebook: users by age and gender. Statista. Accessed February 10, 2021. Available at: https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/Google Scholar TikTok is most popular among teenagers (10-19 years old).1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar This may explain why hashtags such as #acne are so popular on TikTok (Table I). To help inform Zheng et al's1Zheng D.X. Mulligan K.M. Scott J.F. TikTok and dermatology: an opportunity for public health engagement.J Am Acad Dermatol. 2021; https://doi.org/10.1016/j.jaad.2021.02.050Abstract Full Text Full Text PDF Scopus (15) Google Scholar call to dermatologists and dermatology societies to increase their presence on TikTok, we sought to determine what characteristics might contribute to a video's “virality.” To do this, we analyzed the top educational videos posted by board-certified dermatologists on TikTok (n = 31). The methodology by which we identified these videos is described in our initial manuscript.2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar We previously reported that 96.8% (30/31) of these videos contained reliable educational content consistent with the American Academy of Dermatology guidelines, with a 50.1% greater probability of being reliable than videos posted by other content creators (P < .00001).2Villa-Ruiz C. Kassamali B. Mazori D.R. Min M. Cobos G. LaChance A. Overview of TikTok’s most viewed dermatologic content and assessment of its reliability.J Am Acad Dermatol. 2020; https://doi.org/10.1016/j.jaad.2020.12.028Abstract Full Text Full Text PDF Scopus (15) Google Scholar In this follow-up study, we categorized these 31 videos according to their content and audiovisual features (Table II). Of the 31 videos, we found that most conveyed messages about treatment (71%, 22/31), patient empathy (52%, 16/31), diagnosis (26%, 8/31), and disease etiology (23%, 7/31; Table II). In terms of audiovisual features, most videos included on-screen text (90%, 28/31), dermatologists wearing scrubs and/or white coats (68%, 21/31), music (65%, 20/31), and procedural demonstrations (42%, 13/31). As an example, the video with the most views demonstrated a dermatologist treating a plantar wart with cryotherapy and conveying patient empathy for the pain associated with the procedure. This video featured on-screen text and music. Additionally, this video included on-screen emojis and GIFs, which were not seen in the other 30 videos. Our follow-up analysis of the top educational videos by board-certified dermatologists on TikTok improves our understanding of what makes videos like these “viral.” We found that these videos most commonly feature on-screen text, healthcare attire, and music. Although only about a third of videos used “trending” sounds, this feature has been shown to increase the likelihood of a video amassing millions of views.5Blog: burns S. 5 TikTok growth hacks you need to know. Forbes. Accessed February 14, 2021. https://www.forbes.com/sites/stephanieburns/2020/08/14/five-tiktok-growth-hacks-you-need-to-know/Google Scholar As a result, increased use of “trending” sounds by dermatologists may increase engagement with their videos on TikTok. Purposefully utilizing the most popular dermatologic hashtags on TikTok (Table I) would also be expected to increase engagement. We hope these data are helpful to dermatologists and dermatology societies that wish to create “viral” educational content on TikTok and, in doing so, spread important and reliable public health messages. None disclosed. TikTok and dermatology: An opportunity for public health engagementJournal of the American Academy of DermatologyVol. 85Issue 1PreviewTo the Editor: We read with interest a recent publication by Villa-Ruiz et al1 on TikTok and dermatology. The authors characterized the content and assessed the reliability of the most popular dermatology videos on TikTok. Although the content creators of the most popular videos were most often patients, they found that board-certified dermatologists were the main source of educational videos and that these videos were 50% more likely to be reliable than educational videos created by other sources when compared based on the American Academy of Dermatology guidelines. Full-Text PDF