Descriptive analysis of TikTok videos posted under the hashtag #Ozempic

Abstract

Current discourse regarding weight loss on social media includes the discussion of Ozempic, a drug which facilitates weight loss, although approved for enhancing metabolic control among people with diabetes. The surge in public interest and the subsequent increase in demand for Ozempic has led to medication shortages for people with diabetes, as highlighted in news reports and publications. This cross-sectional study aimed to describe the content of the first 100 video results under the hashtag #Ozempic on TikTok. Videos extracted from TikTok were primarily uploaded by consumers and viewed ∼ 70 million times. The coding sheet encompassed basic information (including the URL identifier, date of upload, view count, number of likes, number of shares, and indication of whether the video was uploaded by consumers or professionals), and 19 content categories. Only two of the 19 content characteristics were covered in the majority (>50%) of the videos, “mentions being on/taking Ozempic or others taking/using/planning to use Ozempic” (n = 69), garnering over 43 million views) and “mentions being used for weight loss” (n = 57), garnering over 44 million views). Over one-third (n = 35), garnering over 31 million views, included content that “encourages/entices other people to try Ozempic/presents Ozempic as a coveted drug/portrays Ozempic positively.” Less than 5% of the sample mentioned “off label prescription use” (n = 3), “bariatric surgery for weight loss” (n = 3), or “medication shortage” that may result from off label use (n = 1). Healthcare professionals, regulatory bodies, and social media platforms should collaborate to address the challenges posed by viral trends resulting in medication shortages with potentially consequential outcomes for people with diabetes.