Quality, Reliability, and Engagement of Endometriosis Videos on TikTok vs Bilibili

Overview

This cross-sectional study analyzed 195 Chinese-language endometriosis videos from TikTok and Bilibili, assessing their quality, reliability, and viewer engagement. Results revealed significant differences in content quality between platforms, with professional sources producing higher-quality videos, while user engagement metrics did not correlate with video reliability.

Background

Endometriosis is a chronic inflammatory condition affecting approximately 10% of women of reproductive age worldwide, causing pain and infertility. Diagnosis is often delayed due to nonspecific symptoms and limited awareness. Social media platforms like TikTok and Bilibili have become important sources for health information dissemination, but lack formal medical oversight, raising concerns about misinformation. Understanding the quality and reliability of endometriosis content on these platforms is critical to improving patient education and outcomes.

Data Highlights

A total of 195 videos were analyzed (99 from TikTok, 96 from Bilibili). Videos were assessed using validated instruments: Global Quality Score (GQS), modified DISCERN (mDISCERN), JAMA benchmarks, and Video Information and Quality Index (VIQI). Data extracted included video duration, likes, collections, comments, shares, uploader type, and content category.

Key Findings

• Video quality and reliability scores differed significantly between TikTok and Bilibili, reflecting platform-specific content characteristics.
• Videos produced by healthcare professionals and institutions scored higher on GQS, mDISCERN, JAMA, and VIQI scales compared to nonprofessional sources.
• User engagement metrics such as likes, shares, and comments did not correlate with objective measures of video quality or reliability.
• TikTok featured predominantly short-form videos with broad user reach, while Bilibili hosted longer videos with interactive commenting, influencing content consumption patterns.
• Despite some high-quality content, overall video quality was moderate to low, indicating a need for improved medical oversight and content curation.

Clinical Implications

Clinicians should be aware that patients may access variable-quality endometriosis information on popular Chinese social media platforms. Healthcare professionals and institutions are encouraged to produce and promote accurate, reliable content to counter misinformation. Engagement metrics alone are insufficient to gauge educational value, underscoring the need for critical appraisal of online health information.

Conclusion

This study highlights significant disparities in the quality and reliability of endometriosis videos on TikTok and Bilibili, with professional sources providing superior content. Enhancing medical oversight and fostering professional engagement on these platforms could improve patient education and health outcomes.

References

1. Comparative Analysis of the Quality, Reliability, and Viewer Engagement of Endometriosis Videos on TikTok and Bilibili: A Cross-Sectional Study