Short videos platforms as sources of health information about cervical cancer screening: A content and quality...

Cervical cancer is a significant global health concern with over 662,000 new cases and approximately 349,000 deaths in 2022. Despite the clear benefits of screening, a portion of the population remains unaware of its importance. In China, short video platforms such as Kuaishou, Bilibili, and TikTok host numerous related videos, but the quality varies significantly.

Using the keyword "cervical cancer screening," the top 100 videos on each platform were searched (totaling 300), with 259 meeting the criteria. A comparative analysis was conducted on video duration, engagement metrics (likes, favorites, comments, shares), follower count, uploader identity, and video type. The Global Quality Score (GQS) and modified DISCERN tool were used for evaluation.

The study included 82 Kuaishou videos, 93 Bilibili videos, and 84 TikTok videos. Bilibili had the longest median video duration (109 s), while Kuaishou had the shortest (54.5 s). Kuaishou outperformed TikTok and Bilibili in engagement metrics. TikTok had a higher proportion of videos on the importance, process, considerations, and timing of screening. Professional uploaders (obstetricians and gynecologists whose expertise directly pertains to cervical cancer screening) were most prevalent on TikTok (74%). TikTok videos had the highest quality scores in GQS and mDISCERN, followed by Bilibili and Kuaishou. Significant differences in mDISCERN scores were found among the platforms (all pairwise comparisons p < .001). Spearman rank correlation analysis showed that higher-quality videos (measured by GQS and mDISCERN) were more likely to achieve higher audience engagement. Still, video duration did not affect quality or engagement.

Social media platforms provide accessible health information, but the quality and reliability of cervical cancer screening videos vary significantly. Professionally uploaded videos generally have higher engagement and information reliability. Content creators should prioritize high-quality, accurate videos, and platforms should enhance content quality control to prevent misinformation dissemination.