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Popular Contraception Videos on TikTok: An Assessment of Content Topics.

Contraception 2023 October 5
OBJECTIVE: To explore the contraception content topics on the highly popular social media platform TikTok to understand this influential information source patients may bring into birth control counseling visits.

STUDY DESIGN: Utilizing a snapshot method, we collected the 100 most popular TikTok English-language videos for each of eight contraception-specific search terms. We abstracted video content topics addressed and creator attributes. Two independent abstractors coded each video with high agreement, with a third coder adjudicating discrepancies.

RESULTS: The final dataset included 700 unique videos with a total of 1.18 billion views, 131 million likes, 1.5 million comments, and 4.1 million shares. In these videos, the most common topics addressed were patient experience (n=365, 52.1%) and logistics of use (n=351, 50.1%). Health care professionals created only 19.3% of videos (n=135) but these videos accounted for a larger portion of the total video views (41.3%). Health care professionals largely made educational videos (92.6%) compared to 22.5% of videos coded as educational videos when made by perceived non-health care professionals. A small number of prolific video creators developed the majority of videos made by healthcare professionals, with 91 (67.4%) made by six TikTok creators.

CONCLUSION: TikTok contains highly accessible contraception content, which garners high viewership, especially when created by healthcare providers. Clinicians should be aware of TikTok's potential to influence patients prior to contraceptive counseling visits and recognize this platform as a public health instrument to disseminate contraceptive information to a key demographic.

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