Accepted for/Published in: JMIR Dermatology
Date Submitted: Mar 22, 2023
Open Peer Review Period: Mar 22, 2023 - May 17, 2023
Date Accepted: Aug 4, 2023
(closed for review but you can still tweet)
Warning: This is an author submission that is not peer-reviewed or edited. Preprints - unless they show as "accepted" - should not be relied on to guide clinical practice or health-related behavior and should not be reported in news media as established information.
Dermatology on Social Media in the Philippines: A Descriptive Analysis of Creators, Content, and Impact
ABSTRACT
Background:
With the rapid advancement of technology, the internet has become an increasingly popular resource for healthcare consumers with some relying on social media for dermatology-related health information, making it imperative that health information in these platforms be reliable and accurate.
Objective:
This study aimed to describe the content, creators, and impact of the most popular Filipino-made dermatology-related posts on Facebook, Instagram, Twitter, TikTok, and YouTube.
Methods:
This was done through a descriptive online search and analysis of the top 40 posts of 25 dermatology-related hashtags categorizing each by content and creator type, and determining the number of likes, comments, views, followers, and engagement rate.
Results:
Results show that out of 5,000 posts analyzed, majority (48.1%) of content creators on Instagram, were healthcare providers; majority of posts from TikTok (41.6%), YouTube (42.9%), and Twitter (53.7%) were made by laypeople; business/industry accounts dominated on Facebook (77.7%). Among healthcare providers, board-certified dermatologists dominated in all platforms. Promotional content was more common in majority of hashtags, followed by educational, patient experience, and entertainment content. Several hashtags in each platform garnered high engagement rates, implying that social media users turn to these platforms in search for information regarding these specific topics, including #acne, #alopecia, #filler, and #tattooremoval among others. In each platform, certain creators have larger follower proportions, such as laypeople (58.1%), healthcare providers (62.4%) and influencers (52.2%) on TikTok, businesses accounts (46.0%) on YouTube, and advocacy accounts (69.7%) on Facebook.
Conclusions:
This study concludes that across the social media platforms reviewed, there is heterogeneity of popular dermatology-related posts in terms of content, creators, and their impacts. These findings should influence and guide stakeholders, particularly board-certified dermatologists, on how to leverage the trends and play a more active role on the promotion and dissemination of correct and reliable medical information online using popular hashtags, thereby dispelling misinformation and myths.
Citation
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Copyright
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