#Herbalism on TikTok: An Analysis of Engagement Metrics, Content Themes, and Influencer Credibility in Digital Health...

Digital media has transformed health communication, with TikTok emerging as a key platform for disseminating herbalism-related content. Reliance on such content, particularly among young adults, necessitates a critical examination of the presentation and engagement of such information online.

This study investigates the representation of herbal wellness on TikTok, examining the relationship between content typologies, influencer credibility, user engagement metrics, and their implications for public health communication.

A cross-sectional, descriptive analysis was conducted using the first 120 videos under the #herbalism hashtag, captured on January 30, 2025. Two independent reviewers employed a coding scheme adapted from established methodologies to classify content into themes (e.g., personal experiences, spiritual health, and educational). Statistical analyses, including Mann-Whitney U tests and Spearman's correlation, were performed to evaluate differences and associations in engagement metrics.

The study was performed on TikTok, a social media platform characterized by short-form videos and use among young adults.

120 videos were analyzed. Although detailed demographic data of viewers was unavailable, the content primarily targeted a young adult audience.

This observational study involved no direct intervention; instead, it systematically categorized and analyzed naturally occurring digital content.

Engagement was quantified using metrics such as likes, comments, views, saves, and shares. These were correlated with specific content themes and influencer attributes.

Videos referencing spiritual health exhibited higher engagement across multiple metrics, while those featuring personal experiences witnessed lower user interaction. The correlation analyses corroborated these trends, highlighting the influential role of thematic content in shaping audience responses.

Findings underscore the dominance of influencer-driven, spiritually resonant herbalism content on TikTok, and raise concerns about frequent uncredentialed expert input. These insights suggest opportunities for integrating evidence-based messaging into digital health communications to mitigate misinformation and enhance public engagement.

herbalism, TikTok, content analysis, social media, digital health communication, public health.