Creating Short Videos for Health Promotion by Healthcare Professionals on the TikTok Platform and Enhancing Health Literacy of Viewers

Abstract

This qualitative research aimed to: (1) analyze the content and creative approaches of short-form health promotion videos produced by healthcare professionals on TikTok; and (2) examine the levels of health literacy among audiences engaging with such content. The study employed content analysis of 20 TikTok accounts operated by healthcare professionals, together with in-depth interviews with 15 viewers of health-related short videos.

The results indicated that: (1) videos produced by healthcare professionals were generally credible and grounded in professional expertise, with some integrating health information and product recommendations. Presentation styles were diverse, employing clear and accessible language, occasional use of local dialects, hashtags to enhance reach, playlist organization, and consistent posting to sustain audience engagement; and (2) audience health literacy was evident across three levels: functional, referring to the ability to access and understand health information; interactive, reflecting engagement with content creators through comments and live-stream interactions, including real-time responses and information sharing; and critical, indicating the ability to evaluate information, select credible sources and apply knowledge appropriately to personal contexts.

The findings indicate that TikTok has significant potential as a platform for promoting health literacy when accurate content is communicated by qualified healthcare professionals. At the same time, audiences need to develop critical evaluation skills to effectively assess and apply health information. These competencies are essential for fostering sustainable health literacy in the digital era.