Most liked #monkeypox videos on TikTok: Implications for infection control

Area of Science:

• Public Health
• Social Media Analysis
• Viral Communication

Background:

• TikTok has become a significant platform for health information dissemination.
• The #monkeypox hashtag gained substantial traction, indicating widespread public interest and engagement.
• Understanding the nature of health content on social media is crucial for public health communication.

Purpose of the Study:

• To analyze the content of the 100 most liked TikTok videos associated with the #monkeypox hashtag.
• To identify common themes, content characteristics, and creators of popular monkeypox-related content on TikTok.

Main Methods:

• A cross-sectional study design was employed.
• The 100 most liked TikTok videos using the #monkeypox hashtag were systematically sampled.
• Content analysis focused on creator type and specific content characteristics, including mentions of exposure and use of satire.

Main Results:

• The sampled videos collectively garnered over 472 million views and 56 million likes.
• The majority of videos (67%) were created by general consumers, not health professionals.
• Mentions or suggestions of exposure were present in over half the videos (54%), and 38% utilized parody, memes, or satire, often in a derogatory manner.

Conclusions:

• Consumer-generated content dominates discussions around monkeypox on TikTok.
• The prevalence of satire and potentially derogatory content raises concerns about the accuracy and impact of health information shared.
• Further research is needed to assess the influence of such content on public perception and behavior regarding monkeypox.