JMIR Publications

ABSTRACT

Background:

The proliferation of health-related content on social media platforms has changed the way people access and interpret information about cosmetic medicine. TikTok has become an important platform for sharing breast-enhancement content, but little is known about the quality, credibility, and impact of such information on user perceptions and decision-making.

Objective:

In this study, we analyzed the characteristics of these videos, including uploader demographics, product details, promotional claims, and user engagement to better understand the breast-enhancement claims and products of users encounter on the platform.

Methods:

We conducted a cross-sectional content analysis of the top 150 most-viewed breast-enhancement videos via TikTok’s web interface. The videos were coded according to the uploader’s traits (gender expression and account type), product details (type and scientific evidence), and promotional strategies (testimonials and sponsorship disclosures). Engagement metrics (likes and shares) were recorded, and non-parametric tests (Mann–Whitney U test) were used to compare the engagement between licensed physicians and individual uploaders. Descriptive statistics were calculated for all the variables.

Results:

Overall, 85 videos were included in the final analysis, with most uploaders presenting a feminine expression (69.4%) and using individual accounts (69.4%). The most promoted product types were breast-enlargement creams/oils (37.6%) and breast implants (25.9%). Most videos (83.5%) depicted the products positively; however, 91.8% provided no scientific evidence of the product’s efficacy. Engagement metrics revealed that videos by licensed physicians received significantly higher thumbs up(median = 9761) than individual uploaders (median = 701, p = 0.002). Only 1.2% of videos included a "before and after" visual component, and 88.2% omitted product purchasing details. Sponsorship disclosures were absent in 94.1% of posts.

Conclusions:

TikTok’s short-video format fosters broad reach and swift dissemination of breast-enhancement information, representing a key strength in democratizing health communication. Its user-friendly interface and visual appeal also offer a valuable avenue for medical professionals to engage audiences more dynamically. However, the lack of rigorous content checks can amplify misleading or unverified claims. To address these weaknesses, implementing dual-mode content review could be essential for maximizing TikTok’s capacity to inform public health decisions and support responsible. Clinical Trial: Ethical approval by the [institution redacted] Institutional Review Board was not required for this study as it did not involve human participants.