JMIR Publications

ABSTRACT

Background:

Social media is a powerful tool for disseminating health-related information. In the absence of guidelines for general medical content creation, we developed evidence-based and peer-reviewed bite-sized videos on various medical conditions in collaboration with various patient support groups. The initiative named “SIMBA CoMICs” (Simulation via Instant Messaging-Birmingham Advance - Combined Medical Information Cines) involves medical students, junior doctors, and patient groups who collaborate to create bite-sized videos for different social media platforms.

Objective:

This study delves into the evolving landscape of global social media usage, scrutinising motivations driving engagement and social media's complex role in healthcare while evaluating the influence of misinformation. This project aims to create and disseminate peer-reviewed short videos about PCOS and Thyroid conditions. Moreover, this project explores content creators’ experience, video outreach and audience engagement on social media.

Methods:

This mixed-methods prospective study was conducted between December 2022 and May 2023 and consisted of five phases: script generation, video creation, cross-platform publication, process and impact evaluation. The project was in collaboration with the British Thyroid Foundation and PCOS Vitality. Experts and patients created and reviewed scripts based on the most searched topics in PCOS and thyroid conditions to ensure scientific accuracy and acceptability. Once finalised, we invited medical students to create videos using the scripts. The videos were reviewed, edited to fit the requirements, and posted on TikTok, Instagram, YouTube, and Twitter. Video engagement across social media over two months was analysed. Content creators were invited to a semi-structured virtual interview to explore their experiences and motivation to participate. Two independent authors coded the interview transcripts using Nvivo 12.0 to identify themes using thematic inductive analysis.

Results:

Over two months, the videos received 718 likes, 120 shares, and 54686 views for 20 videos-19458 on TikTok, 12944 on Instagram, 2606 on YouTube, and 19678 on Twitter. There was an increase in followers across all platforms - from an 89% increase on TikTok to a 5% increase on Twitter. Analysis of participant experience yielded four main themes: Views on social media, advice when using social media, reasons for participating, and thoughts on this project. Regarding views on social media, content creators highlighted the advantages of social media, including “large outreach”(12 references), “convenience”(10 references), and “accessibility to opportunities” in fields of interest(7 references). The most common themes about advice were awareness of “audience’s demographics”(9 references), “sharing on more than one platform”(5 references), and “collaborating with organisations”(3 references). Content creators mentioned that “non-restricting participation criteria”, “convenience” (8 references) and “ability to record from home with a pre-written script”(6 references) made it easier to participate.

Conclusions:

Disseminating peer-reviewed information is an excellent way of harnessing the power of social media to increase awareness, tackle misinformation, and provide a channel for the public/patients to receive evidence-based information. Medical students have untapped potential to be content creators working with relevant authorities and patient support groups.