Rolling through TikTok: An analysis of 3,4-methylenedioxymethamphetamine-related content

Area of Science:

• Social Media Analysis
• Public Health
• Substance Use Research

Background:

• TikTok's rapid growth and popularity present challenges for content moderation.
• Unrestricted access to short-form video content may influence perceptions of 3,4-methylenedioxymethamphetamine (MDMA) use.
• Investigating MDMA-related content on TikTok is crucial due to potential public health implications.

Purpose of the Study:

• To analyze the portrayal of MDMA-related content on TikTok.
• To identify common themes and sentiments in MDMA videos.
• To assess the availability and nature of MDMA harm reduction content on the platform.

Main Methods:

• Data collected from TikTok using MDMA-related hashtags and sounds (n=498).
• Video metrics (views, likes, comments, shares) were quantified.
• Videos were coded for MDMA depiction, sentiment, and thematic content.

Main Results:

• The study analyzed videos with over 82 million total views.
• Most videos depicted MDMA neutrally (40.6%) or positively (34.9%), with intoxication presumed in 40.2%.
• Humor was the most prevalent theme (80.5%); harm reduction content was found in only nine videos.

Conclusions:

• MDMA-related content on TikTok shares issues seen with other drug content, often featuring intoxication.
• Improved content monitoring and regulation are needed to mitigate potential harms.
• Promoting harm reduction strategies through targeted content could minimize negative consequences of MDMA use.