Evaluating the quality and reliability of pulmonary embolism-related short videos on Bilibili and TikTok: A cross-sectional content analysis

Pulmonary embolism (PE) is a life-threatening cardiovascular emergency, yet public awareness remains insufficient. Social media platforms like TikTok and Bilibili have become crucial channels for the general population to access health information. Evaluating the quality and reliability of their content is significant for enhancing public health communication. Employing a cross-sectional design, this investigation systematically retrieved and analyzed short videos pertaining to pulmonary embolism on TikTok and Bilibili, incorporating 186 videos (99 from TikTok, 87 from Bilibili). Video quality and reliability were appraised utilizing the Global Quality Score (GQS) and the modified DISCERN (mDISCERN) tools. Spearman correlation analysis was conducted to explore associations among video length, engagement metrics, and quality/reliability scores. Significant differences were observed between TikTok and Bilibili in video duration, engagement metrics (likes, comments, shares), and quality/reliability scores ( P  < .05). Videos on Bilibili were significantly longer than those on TikTok, whereas TikTok exhibited superior audience interaction. Video content predominantly emphasized clinical manifestations and etiology, with inadequate attention accorded to prevention and epidemiology. Videos uploaded by pulmonologists significantly outperformed those from other healthcare professionals and science communicators in mDISCERN scores ( P  = .004). Video length was positively correlated with both GQS and mDISCERN scores. Engagement metrics were strongly intercorrelated; however, higher engagement did not necessarily correspond to higher video quality or reliability. Short-video platforms hold potential for disseminating pulmonary embolism-related health information, but content quality is inconsistent, and high engagement does not equate to high quality. It is recommended that platforms optimize content review mechanisms and encourage professional physicians to participate in content creation to enhance the accuracy and educational value of health-related information.