(0747) Thyroid Talk on TikTok and Instagram: Analysis of Thyroidectomy Information on Social Media Platforms

Introduction: This study aims to explore the perception of thyroidectomy on popular social media platforms.

Methods: Searches conducted in November 2023 - January 2024 on TikTok and Instagram identified the top 100 public posts for the terms "thyroidectomy," "thyroid removal," and "thyroid surgery." Likes, comments, shares, and views were measured. Account type, post authorship, and content accuracy aligning with American Thyroid Association Guidelines were considered. Patient experiences and symptoms were documented. TikTok video engagement was assessed using the Video Popularity Index. TikTok videos offering medical advice or education were evaluated for understandability with the Patient Education Materials Assessment Tool (PEMAT).

Results: Results from Instagram posts revealed businesses (50%) dominated, followed by personal patient (39%) and medical personnel accounts (11%). In contrast, TikTok posts were from personal patient accounts (63%), physicians (27%), and Non-MD/DO Medical accounts (10%). Instagram businesses varied from surgery centers to fitness trainers. The accuracy of educational content on Instagram, when compared to ATA guidelines, was 67%. Businesses had a 33% accuracy. TikTok MD/DO medical accounts had 100% accuracy, while other health practitioners had 65%. TikTok MD/DO accounts scored 78.69% in understandability and 26.61% in actionability with PEMAT. TikTok posts from patients were mostly negative (39%), citing neck pain (19%), low energy (9%), hormone imbalance (7%), weight gain (7%), and swallowing difficulty (7%). Instagram patient posts were predominantly positive (44%), discussing surgery outcomes or offering motivation. Top Instagram posts included fertility after surgery and showing surgical scars.

Conclusions: Instagram was largely utilized as an advertising platform, with high rates of inaccurate content. TikTok served as a more authentic platform, contrasting Instagram's more curated motivational content. Otolaryngologists can utilize social media to better understand patient experiences and to enhance the quality of medical advice on these platforms.