Creator Type, Content Format, and Engagement Among Highly Liked Cancer‐Related
                    <scp>TikTok</scp>
                    Search Results: A Cross‐Sectional Content Analysis

doi:10.1002/cnr2.70734

DOI: 10.1002/cnr2.70734 ISSN: 2573-8348

Creator Type, Content Format, and Engagement Among Highly Liked Cancer‐Related TikTok Search Results: A Cross‐Sectional Content Analysis

Eunice Y. Ju, Esther D. Ju, Russell G. Witt

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ABSTRACT

Background

Engagement differences by creator type among highly liked cancer‐related TikTok videos remain unclear.

Methods

We analyzed 250 videos from five cancer searches, selecting the first 50 results per search filtered to the preceding six months and sorted by likes. Health professionals or trainees were classified as medical. The primary analysis modeled log‐transformed views by creator type, adjusting for followers, video age, content type, and cancer search.

Results

Adjusted views showed no significant difference (ratio, 0.90; 95% CI , 0.44–1.85; p = 0.773). Medical creators had a higher adjusted share rate (ratio, 2.01; 95% CI , 1.24–3.24; Holm‐adjusted p = 0.026). Median views per follower were lower for medical creators (2.55 vs. 16.40; ratio, 0.16; 95% CI , 0.06–0.45; Holm‐adjusted p = 0.003).

Conclusions

Despite no clear difference in absolute views, lower views per follower raise the possibility that medical creators have more limited reach beyond established audiences than nonmedical creators, while greater sharing may broaden distribution.