Accepted for/Published in: JMIR Infodemiology
Date Submitted: Sep 10, 2025
Open Peer Review Period: Sep 23, 2025 - Nov 18, 2025
Date Accepted: Dec 9, 2025
(closed for review but you can still tweet)
Quality, Reliability, and Dissemination of IVF-Related Videos on Chinese Social Media: A Cross-Sectional Analysis of 300 Short Videos
ABSTRACT
Background:
In recent years, short-video platforms like Douyin, Bilibili, and Xiaohongshu have become dominant channels for health information dissemination in China. While they offer opportunities for medical education, the content quality is highly variable and lacks rigorous oversight. For patients seeking In Vitro Fertilization (IVF), who are navigating a complex and emotionally challenging journey, access to accurate and reliable information is critical. However, the factors driving the dissemination of IVF-related content on these platforms—whether it is the quality of the information or the influence of the creator—remain under-studied, representing a significant gap in understanding the modern health information ecosystem.
Objective:
To assess the quality, reliability, and key drivers of dissemination for In Vitro Fertilization (IVF)-related short videos on major Chinese social media platforms.
Methods:
This cross-sectional study analyzed the top 300 popular IVF-related videos from Douyin, Bilibili, and Xiaohongshu, retrieved between January 10 and January 15, 2025. Video quality and reliability were assessed using the Global Quality Score (GQS) and a modified DISCERN (mDISCERN) instrument. An XGBoost machine learning model was used to identify predictors of video dissemination, with "likes" as the primary outcome measure.
Results:
Content from medical professionals was of significantly higher quality (P < 0.001). However, the XGBoost analysis revealed that video dissemination was primarily driven by creator influence, not content quality. The uploader's follower count was identified as the most powerful predictor of video "likes," while GQS and mDISCERN scores had a negligible impact on engagement.
Conclusions:
In the current Chinese social media landscape, the reach of IVF-related videos is determined by creator influence rather than scientific merit. This "engagement-over-quality" dynamic poses a potential risk of misinformation for patients seeking reliable health information. Clinical Trial: Not applicable.
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