Quality and dissemination of thyroid cancer information on short-video platforms a cross-platform evaluation

Short-video platforms are becoming major sources of health information, but the quality and dissemination patterns of thyroid cancer-related content remain unclear. We conducted a large-scale cross-sectional analysis of 1,248 thyroid carcinoma videos retrieved from TikTok, Kwai, and Rednote between February 5-10, 2025. Video characteristics, including source, duration, and engagement metrics, were extracted, and quality was evaluated using JAMA, GQS, mDISCERN and PEMAT. TikTok videos had longer duration, higher engagement, and overall better quality compared with those on Kwai and Rednote. Videos from healthcare professionals and institutions achieved significantly higher information quality, whereas independent creators generated greater audience interaction, particularly comments and shares. Knowledge-focused content showed the higher reliable, while patient vlogs attracted more engagement. Engagement indicators were strongly intercorrelated but exhibited weak or negative associations with quality, suggesting that popularity does not fully reflect informational rigor. These findings highlight a divergence between video quality and audience reach, underscoring the need for professional participation, credential verification, and algorithmic refinement to enhance the visibility of evidence-based content and support public health literacy.