Turning to TikTok

From dancing to diagnosing

TikTok keeps coming up as it grown in popularity for it’s algorithmic ability to truly entertain. Although other platforms like YouTube and Instagram still claim the top spot of most used apps, TikTok far outstrips the platforms on time spent and level of cultural conversation.

Where other platforms might become too involved, TikTok is low barrier, low efort with an overwhelming joyful tone. Its inherent attraction is its stripped back storytelling, niche communities and now for many, an alternative source of healthcare information.

37% turn to infuencers for health advice because they are easier to access than medical professionals

Source: CharityRx

From gut health topics (#guthealth = 150m posts; #probiotics = 2m posts) to mental wellbeing (#mentalhealth = 12m posts; #anxiety = 4m posts), the sheer level of people sharing their experiences and trying to ofer advice is giving TikTok a new kind of value in Gen Z’s lives.

Between helpful and harmful

Social media and misinformation is still a real problem, and self diagnosis through symptom searching is an easy way to further health anxiety.

Healthcare professionals have recognized this and are attempting to counter the misinformation, sharing their own sciencebacked content, answering questions honestly and giving people advice they might have struggled to get through traditional channels.

Whether it’s the @vaginarehabdoctor, a pelvic physical therapist educating people with vaginas, or @skinmdryan a dermatology resident who debunks myths to better help people with their skin goals, experts are sharing credible advice and encouraging people to consider the sources of their advice.

Sources: Statista; TikTok