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Engagement Patterns With #NaturalRemedies on TikTok: Formative Analysis.

Apeksha Mewani1, Corey H Basch2, Keanu Renne-Glover3

  • 1Health Equity, Administration, and Technology (HEAT), Lehman College, 250 Bedford Park Blvd W, Bronx, NY, 10468, United States, 1-718-960-2467.

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PubMed
Summary
This summary is machine-generated.

This study analyzed 118 TikTok videos on #NaturalRemedies to find what makes content engaging. It found specific formats and expertise cues drive higher engagement on social media health discussions.

Keywords:
TikTokalternative and integrative medicinechronic illnesshealth educationinfluencersmedical misinformationnatural remediespatient trustpublic healthself-caresocial mediasymptom managementwellness industry

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Area of Science:

  • Digital Health
  • Social Media Analysis
  • Health Communication

Background:

  • Emerging social media platforms like TikTok are increasingly used for health information dissemination.
  • Understanding user engagement with health content on these platforms is crucial for effective health communication.

Purpose of the Study:

  • To identify content formats and indicators of expertise associated with higher engagement on TikTok for #NaturalRemedies.
  • To assess the feasibility of using engagement metrics and thematic coding for analyzing health narratives on TikTok.

Main Methods:

  • Cross-sectional analysis of 118 TikTok videos tagged with #NaturalRemedies.
  • Quantitative analysis of engagement metrics (likes, shares, comments).
  • Qualitative thematic coding to identify content formats and expertise cues.

Main Results:

  • Specific video formats and clear cues of expertise were associated with significantly higher user engagement.
  • Thematic analysis revealed common themes in natural remedy discussions, including perceived efficacy and user testimonials.
  • Engagement metrics correlated with thematic content, indicating platform suitability for health narrative analysis.

Conclusions:

  • TikTok is a viable platform for studying health narratives and user engagement with natural remedies.
  • Identifying engaging content formats and expertise cues can inform health communication strategies on social media.
  • Engagement metrics and thematic coding are feasible methods for analyzing health content on emerging digital platforms.