(0533) TikTok as a Medium for Health Information for Facial Paralysis: A Social Media Analysis

Introduction: TikTok, a growing and dynamic social media platform has garnered significant influence, particularly among younger demographics. We explored how TikTok shapes societal perceptions of facial paralysis, a condition characterized by impaired facial muscle movement, through quantitative analysis and informational patterns.

Methods: Top 105 different videos sorted by likes between December 3, 2023, and January 3, 2024, were compiled using search terms: “facial palsy,” “facial paralysis,” and “Bell’s palsy.” Three independent reviewers, including a facial plastic surgeon as arbitrator, assessed author, tone, trust of healthcare professionals, content, patient experiences, and video types. Videos were scored by health information quality (DISCERN) and actionability (PEMAT). Univariate comparisons between cohorts were tested using one-way ANOVA, χ2 test, and the Kruskal-Wallis test.

Results: Results reveal a like range from 1.6 million to 1,581, with 92.4% of video lengths being less than a minute. Seventy-three videos were testimonial and 84.7% created by celebrities or patients. Healthcare providers made up 10.5% of most-liked videos. Only 11 were able to score for DISCERN, with video length (p=0.018) and healthcare professional creator (p < 0.001) being significant. Tones were also more neutral (p=0.005) with greater understandability (50%, SD 8.44) and actionability (91%, SD 20.23) via PEMAT (p < 0.001). Between search terms, “facial paralysis” (p=0.04) had greatest average likes. Video type (p=0.003) and PEMAT understandability (p=0.004) differed between search terms.

Conclusions: Videos with higher DISCERN scores and PEMAT ratings were more likely authored by healthcare professionals, though they constituted a minority of the most-liked videos. The study underscores TikTok’s role in shaping perceptions of facial paralysis and highlights challenges associated with healthcare communication on the platform.