AI15 Dermatology on social media: an analysis of influencer content on atopic dermatitis and topical steroid withdrawal

Abstract

TikTok has emerged as a major platform for health-related content, including discussions on atopic dermatitis and topical steroid withdrawal (TSW). Influencer-led narratives may shape patient perceptions and treatment decisions, yet the accuracy of such content and audience engagement with evidence-based information remain poorly characterized. The aims of this study were to analyse TikTok influencer content relating to atopic dermatitis and TSW, to assess alignment with current dermatological evidence, and to evaluate audience engagement and responses to this content. A mixed-methods content analysis was conducted of publicly available TikTok posts from nonhealthcare professional influencers discussing eczema, topical corticosteroids or TSW. Influencers with ≥ 10 000 followers were included. Posts were analysed for themes, claims made, tone and reference to scientific evidence. Claims were compared with current BAD, NICE and Cochrane guidance. Engagement metrics (likes, comments, views) were recorded. A thematic analysis of a sample of comments was undertaken to assess sentiment and alignment with evidence-based practice. Fifty influencers and over 200 TikTok posts were analysed. A significant proportion of posts contained claims that were not supported by current evidence, particularly relating to TSW and adverse effects of topical corticosteroids. Posts presenting negative narratives regarding steroids demonstrated higher engagement than evidence-aligned content. Comment analysis revealed frequent expressions of treatment-­related anxiety, distrust of healthcare professionals and reinforcement of influencer narratives, with limited evidence-based discussion. TikTok influencer content on atopic dermatitis and TSW frequently diverges from established dermatological evidence and is associated with high audience engagement. These findings highlight the growing influence of social media on patient understanding of eczema treatments and support consideration of a more proactive role for dermatology professionals in online patient education and mitigation of misinformation.