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Objectives
Objective: To conduct a content analysis of videos about intrauterine devices (IUDs)
on TikTok.
Methods
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.
Results
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.
Conclusions
#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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Copyright
© 2022 Published by Elsevier Inc.
