Abstract| Volume 116, P87, December 2022

P058Tiktok and #IUD: The user experience with intrauterine devices on social media

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      Objective: To conduct a content analysis of videos about intrauterine devices (IUDs) on TikTok.


      We evaluated the top 100 videos based on view count under the public hashtag page #IUD. We utilized web scraping via Apify to automatically download, extract, and compile information on April 6, 2022. Two reviewers evaluated user demographics and video content, and a third reviewer arbitrated differences. A modified DISCERN scale was used to assess information quality of each video, and a Patient Education Materials Assessment Tool (PEMAT) was used to assess understandability and actionability of each video.


      The top 100 #IUD videos had a total of 471 million views, 32 million likes, and 1 million shares. Most content creators identified as female (89%) and were from the US (90%) while a substantial minority were healthcare providers (37%). Video types included personal patient experience with placement and removal of IUDs (32%), educational content (30%), and humorous content (24%). More videos had a negative tone (38%) about the IUD than a positive tone (19%), and 28% mentioned distrust of healthcare providers. Of videos conveying patient experiences, all had a negative or ambiguous tone and 97% highlighted pain and/or other side effects related to the IUD. Videos scored low on DISCERN (average score of 1.2 of 5) and averaged 74% in understandability and 23% in actionability on PEMAT.


      #IUD videos on TikTok often portray negative experiences related to pain and informed consent. Video popularity despite low average scores for information quality and actionability on standardized scales may indicate an important communication gap.
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