Promoting mask use on TikTok: An unconventional approach to public health education (Preprint)
BACKGROUND Over the past decade, there has been an increasing secular trend in studies of social media and health. OBJECTIVE The purpose of this cross-sectional study was to examine the content and characteristics of TikTok videos related to an important aspect of community mitigation, namely use of masks as a way to interrupt transmission of SARS-CoV-2. METHODS One-hundred trending video with the hashtag #WearAMask, a campaign on TikTok, along with 32 videos posted by the World Health Organization (WHO) that included masks in any way (to date) were included in the sample. Metadata on each post and content categories created using fact sheets from WHO and the US Centers for Disease Control and Prevention (CDC) inform characteristics that were coded. RESULTS Videos posted using the hashtag #WearAMask garnered almost a half billion views, (n = 494,824,395) and videos posted by the WHO garnered over 57 million views. While the ratio of trending #WearAMask to WHO videos was ~3:1, the #WearAMask videos received almost 10 times as many cumulative views. A total of 68% of the trending #WearAMask videos used humor (garnering over 355 million cumulative views), but only three of the WHO videos used humor, and while 27% of the trending #WearAMask videos used dance (garnering over 130 million cumulative views), none of the WHO videos used dance. CONCLUSIONS This study is one of the first to describe how TikTok is being used for community mitigation of COVID-19 by promoting mask use. Because of its incredible reach, there is great potential to convey important public health messages to various segments of the population.