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Isolation and Identification of Waterborne Antibiotic-Resistant Bacteria and Molecular Characterization of their Antibiotic Resistance Genes

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Engaging the public with antimicrobial resistance through social media videos-a content analysis study

Fangyue Chen^1,2, Lakshya Soni², Kate Grailey^1,2

¹Fleming Initiative, Institute of Global Health Innovation, Imperial College London, London, United Kingdom.

Frontiers in Public Health

|April 10, 2026

Abstract

Introduction:

YouTube, the dominant global video-sharing social media platform, has created new opportunities to provide regulated health content directly with the public, including on broader public health threats such as antimicrobial resistance (AMR). Little is known about the most effective strategy with which to engage the public with online AMR content.

Method:

This study comprehensively evaluated the top 200 viewed YouTube videos on AMR by extracting data on video characteristics, narratives and quality, and explored factors associated with viewer engagement through proxy analytics (views, likes and comments).

Results:

We found that content focused upon the mechanisms of AMR and antibiotics were most viewed, yet engaging videos do not necessarily convey high-quality information. Videos on internet media and non-medical channels were more popular.

Discussion:

The study calls for more strategic production of engaging videos on AMR. Global platforms should strive to facilitate audience in accessing reliable health information.

Keywords:

antimicrobial resistance content analysis engagement online video social media

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