Cracking the Code: Adolescent Insights on TikTok Health Information Videos Produced by University Health Students

Use of social media platforms such as TikTok within the adolescent population is widespread. Harnessing its accessibility and prevalence provides health professionals an opportunity to disseminate positive, evidence-based health information. However, infiltrating this domain brings challenges such as countering abundant misinformation and understanding the target audience. Creating successful short-form videos for social media is a nuanced skill. University health students produced videos focusing on common adolescent issues for a health-promoting TikTok channel. The aim of this study was to explore secondary school student perceptions of these videos.

A mixed methods evaluation was undertaken using surveys and focus group interviews. Teachers from participating secondary schools recruited parents and students via the school online communication system. Descriptive statistics from survey responses were used to analyse demographics and scale responses. A uses and gratification lens was used for inductive content analysis of qualitative data.

Participant students were predominantly from Year 9 (age 14-15 years), 161/212 (76%). The median score for enjoyment and positive learnings from videos was 5/10 and for likelihood of sharing videos was 3/10. Three themes emerged from the qualitative data: (1) mixed perceptions of video content with a preference for health not disease, (2) engagement driven by entertainment and 3) social media platforms for enjoyment versus education.

Social media platforms are an accessible source of health information for adolescents. Health professionals have an opportunity to provide evidence-based health information and combat misinformation. Creating effective and targeted video content can increase the positive impact on adolescent audiences.