JMIR Publications

ABSTRACT

Background:

Social media has transformed the landscape of health communication. Video content can optimally activate our cognitive systems, enhance learning, and deliver accessible information. Evidence has suggested positive impact of videos on health knowledge and health-related behaviors, yet the impact of social media videos on quantitative health outcomes is under-researched. Evaluating such outcomes poses unique challenges in measuring exposure and outcomes within internet-based populations.

Objective:

We aimed to evaluate the impact of social media videos on quantitative health outcomes, examine methodologies used to measure these effects, and describe the characteristics of video interventions and their delivery.

Methods:

In accordance with PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, MEDLINE, Embase, Web of Science, CINAHL and Google Scholar were searched. Studies were eligible if they were original research evaluating long-form social media video interventions addressing any health-related condition, delivered via social media platforms, that reported quantitative health outcomes. The primary outcome was the effect of social media videos on quantitative health outcomes. Additional outcomes included participant characteristics, video features, delivery methods, and the use of theoretical frameworks. A narrative synthesis was conducted. A subgroup meta-analysis was performed to synthesise health outcomes mentioned in two or more studies with sufficient homogeneity. Risk of bias assessment was conducted using ROB2, ROBINS-I, or NIH Quality Assessment Tool, depending on the study design. One reviewer screened titles and abstracts. Two reviewers independently conducted full text screening, data extraction and risk of bias assessment.

Results:

A systematic search was conducted on 25th October 2023, and was updated on 12th June 2025, yielding a total of 44,172 records after duplicate removal. Sixteen studies were included, involving 4,158 participants. Mental-health related conditions were the most studied (ten studies). Most video interventions were delivered via YouTube (twelve studies). Studies have reported that video interventions were associated with significant improvements in peri-procedural anxiety, mood, physical activity levels, although most findings were limited to individual studies with variable methodological quality. Three studies that developed videos with user input and theoretical frameworks significantly impacted upon study-specific primary outcomes. A subgroup meta-analysis demonstrated a significant moderate impact of online video interventions in improving peri-procedural anxiety (SMD = 0.57, 95% CI 0.09 – 1.05). All but one study showed some concern or high risk of bias.

Conclusions:

We demonstrated a potential positive impact of social media videos on quantitative health outcomes, notably in improving peri-procedural anxiety. Videos developed with user input and theoretical frameworks significantly impacted upon study-specific primary outcomes. Nevertheless, there is the need to shift focus towards measuring physical health-related outcomes, and to develop better-designed, innovative methodologies to measure the impact that can better simulate the social media environment. Clinical Trial: PROSPERO (International Prospective Register of Systematic Reviews) CRD42023474648; https://www.crd.york.ac.uk/PROSPERO/view/CRD42023474648