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Viral but Not Verified: Analyzing Accuracy and Engagement in TikTok Discussions of IUDs
Emily Ahner1, Iren Gharibyan1, Ann Beck1
1Kirk Kerkorian School of Medicine at UNLV, University of Nevada, Las Vegas, NV 89106, USA.
Abstract:
Background: TikTok has emerged as a major source of health information, including content related to intrauterine devices (IUDs). However, the accuracy, quality, and engagement patterns of IUD-related content on this platform remain insufficiently characterized. This study evaluated the informational quality, thematic focus, misinformation prevalence, and engagement metrics of widely viewed IUD-related TikTok videos. Methods: A descriptive cross-sectional content analysis was conducted of TikTok videos retrieved using 12 IUD-related search terms. Engagement metrics, creator characteristics, and content features were extracted, including educational, testimonial, and advice-seeking videos. Advice-seeking videos were included to capture user-generated concerns and inquiries that may influence engagement with health-related content on social media platforms. Informational reliability and quality were assessed using the Modified DISCERN instrument and the Global Quality Scale (GQS). Differences across groups were examined using t-tests, ANOVA, and chi-square tests. Results: A total of 458 videos were included. Nearly half were testimonial or advice-seeking (47.8%), while 38.9% were educational. Most content was produced by non-healthcare creators (76.4%). Engagement metrics did not differ significantly across video type, source, or creator qualification (all p > 0.05). Frequently discussed topics included adverse effects (36.5%), insertion experiences (31.2%), and device removal or discontinuation (19.9%). Overall informational quality was low, with mean GQS and Modified DISCERN scores of 2.0 and 1.8, respectively. Physician-created content demonstrated significantly higher quality and reliability scores (both p < 0.001). Conclusions: Widely viewed IUD-related TikTok content demonstrates high engagement but generally low informational quality.
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