Content analysis of TikTok videos by selected Nigerian healthcare professionals

Abstract

Since the COVID-19 pandemic in 2019, TikTok has become a popular social media site across the globe for delivering healthcare messages and engaging health-seeking users, particularly the younger audience. In Nigeria, TikTok has also witnessed an influx of health professionals who leverage the platform to share health information in short video formats and connect with their audiences. However, with TikTok being relatively new in the Nigerian healthcare scene, more needs to be documented about how these health professionals use the platform to engage with individuals. Hence, this study examines TikTok videos shared by selected Nigerian healthcare professionals and the engagements on those videos. The study used quantitative content analysis to analyze the 15 most-viewed TikTok videos shared by 5 Nigerian healthcare professionals selected based on predefined criteria. Findings from this study showed that these healthcare professionals use TikTok to share valuable health information, offer health advice, dispel myths, and promote daily health routines. Various techniques, such as humor, self-recorded content, and trending social media formats, were used in these videos, leading to high user engagement. However, engagements on the sampled videos varied depending on the professional’s follower count and posting frequency. Findings also showed that none of these professionals included their health credentials on their TikTok account profile and that only one account was verified. This suggests a critical gap in establishing authenticity on the platform among the selected Nigerian healthcare professionals. Based on these findings, the study recommends, among other things, that health professionals should include their medical certifications on their profiles and seek verified badges to augment their credibility on the platform, helping users identify them as reliable sources of evidence-based information.