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#Parentingtips: A Descriptive Study of Information for Parents on TikTok
Emily Munro1, Tess Fletcher1, Mary Brushe1,2
1Telethon Kids Institute, University of Western Australia, Perth, Western Australia, Australia.
Parenting content on TikTok is broad, covering child health and development. However, much of this information is not shared by experts, highlighting a need for evidence-based promotion on the platform.
Area of Science:
- Social Media Research
- Child Development
- Health Communication
Background:
- Parents and caregivers frequently use online resources for child health information.
- The popular social media platform TikTok has not been previously studied for parenting content.
Purpose of the Study:
- To analyze the characteristics and content of top parenting videos on TikTok.
- To assess the expertise of creators sharing parenting advice on TikTok.
Main Methods:
- A content analysis of 250 top-performing TikTok videos using popular parenting hashtags was conducted.
- Data were collected in September 2022.
Main Results:
- Videos covered a wide range of topics and age groups, with a focus on social and emotional development (52.4%).
- Instructional content was prevalent (46.0%), but only 53.9% of these videos were created by individuals identified as experts.
- A significant portion of parenting content lacked expert endorsement.
Conclusions:
- TikTok offers a broad platform for parenting information, but content quality and creator expertise vary widely.
- There is a significant opportunity for health professionals to utilize TikTok for health promotion and to counter misinformation.
- Future research should explore strategies for disseminating evidence-based parenting practices on TikTok.
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