Disrupting the Algorithm: The Role of Medical Professionals in TikTok's Post-traumatic Stress Disorder Conversations

Area of Science:

• Digital Health
• Social Media Analysis
• Mental Health Communication

Background:

• Social media platforms are key for sharing mental health information, with TikTok popular among young adults seeking content on conditions like post-traumatic stress disorder (PTSD).
• Understanding audience engagement with PTSD content on TikTok, comparing medical and non-medical creators, is crucial for effective mental health communication.

Purpose of the Study:

• To explore and compare audience engagement patterns on TikTok for post-traumatic stress disorder (PTSD)-related videos created by medical professionals versus non-medical creators.

Main Methods:

• Analysis of 200 English-language TikTok videos on PTSD.
• Creators categorized as medical or non-medical professionals based on profile verification and affiliations.
• Engagement metrics (views, likes, comments, shares) collected and compared using t-tests.

Main Results:

• Non-medical creators dominated content (84%), but overall engagement metrics (views, likes, comments, shares) did not significantly differ between creator types.
• Non-medical creator videos received more likes per day, indicating faster initial engagement (p=0.04).
• Medical professional videos achieved comparable overall engagement over a longer period, suggesting sustained audience interaction.

Conclusions:

• Medical professionals can achieve significant audience reach on TikTok, challenging assumptions of disadvantage.
• Strategies are needed for medical professionals to enhance visibility and credibility on social media for disseminating evidence-based mental health information.
• Digital platforms play a vital role in shaping public understanding of mental health conditions like PTSD.