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Reply to “Dermatologists in social media: A study on top influencers, posts, and user engagement”: Dermatologist influencers on TikTok

2021; Elsevier BV; Volume: 86; Issue: 2 Linguagem: Inglês

10.1016/j.jaad.2021.01.090

1097-6787

Colby L. Presley, Kayd J Pulsipher, Hope R Rietcheck, Mindy D Szeto, Melissa Laughter, Robert P. Dellavalle,

Health Literacy and Information Accessibility

To the Editor: Previous studies have demonstrated the influential and educational uses of social media in dermatology.1DeBord L.C. Patel V. Braun T.L. Dao Jr., H. Social media in dermatology: clinical relevance, academic value, and trends across platforms.J Dermatolog Treat. 2019; 30: 511-518Crossref PubMed Scopus (33) Google Scholar We commend Sierro et al2Sierro T.J. Young P.M. Kassabian S.K. Wu K.K. Armstrong A.W. Dermatologists in social media: a study on top influencers, posts, and user engagement.J Am Acad Dermatol. 2020; 83: 1452-1455Abstract Full Text Full Text PDF PubMed Scopus (22) Google Scholar who have identified dermatologists with high social media engagement on YouTube, Instagram, and Twitter. We propose including TikTok, a social media platform with popularity increasing since its 2017 release. In 2019, it ranked sixth among monthly active app users, just below Instagram and surpassing YouTube and Twitter.3Business of Apps websiteTikTok revenue and usage statistics.https://www.businessofapps.com/data/tik-tok-statistics/Date: 2020Date accessed: November 28, 2020Google Scholar TikTok allows users to create and share short, catchy videos. TikTok is used by members of the medical community to share both educational and social content with a new audience. The unique "duet" feature of TikTok permits users (dermatologists) to immediately respond and publicly react to other trending videos. Like Sierro et al,2Sierro T.J. Young P.M. Kassabian S.K. Wu K.K. Armstrong A.W. Dermatologists in social media: a study on top influencers, posts, and user engagement.J Am Acad Dermatol. 2020; 83: 1452-1455Abstract Full Text Full Text PDF PubMed Scopus (22) Google Scholar we conducted a cross-sectional study determining the top dermatologist influencers on TikTok. The top 10 profiles acknowledged as dermatologists or dermatology resident physicians were identified based upon the number of followers on November 24, 2020. Their 3 most recent posts were identified as "educational" if a dermatologic condition or procedure was explained, "personal" if depicting the physician's life outside of dermatology, or "advertisement" for endorsements of specific products. Engagement was evaluated by recording the number of likes, comments, views, and shares per post. The top 10 TikTok dermatologists are highlighted in Fig 1. Three are dermatology residents, with 7 to 8 average years of practice among the remaining 7 influencers. For each dermatologist's 3 most recent posts, 70% of total posts were classified as educational, 23.33% as advertisement, and 6.67% as personal. Educational posts had the highest mean user engagement overall (Fig 2). Almost a quarter (23.33%) of posts were "duets" in response to other TikTok users' videos. Duet videos were all educational and had an average of 340,000 views; they were in response to highly viewed posts.Fig 2Mean TikTok dermatologist engagement metrics and standard error of the mean for each category of post.View Large Image Figure ViewerDownload Hi-res image Download (PPT) Patients use social media such as TikTok to discover dermatologic information.4Ross N.A. Todd Q. Saedi N. Patient seeking behaviors and online personas: social media's role in cosmetic dermatology.Dermatol Surg. 2015; 41: 269-276Crossref PubMed Scopus (30) Google Scholar The potential for educational outreach is highlighted in this study; TikTok posts contained 70% educational content compared with YouTube's 90%, Instagram's 50%, and Twitter's 43%.2Sierro T.J. Young P.M. Kassabian S.K. Wu K.K. Armstrong A.W. Dermatologists in social media: a study on top influencers, posts, and user engagement.J Am Acad Dermatol. 2020; 83: 1452-1455Abstract Full Text Full Text PDF PubMed Scopus (22) Google Scholar Compared with YouTube and Instagram, TikTok favors similar video streaming features. Notably, TikTok showed increased engagement compared with YouTube.2Sierro T.J. Young P.M. Kassabian S.K. Wu K.K. Armstrong A.W. Dermatologists in social media: a study on top influencers, posts, and user engagement.J Am Acad Dermatol. 2020; 83: 1452-1455Abstract Full Text Full Text PDF PubMed Scopus (22) Google Scholar Unlike Instagram and Twitter, where content is primarily shared with followers, TikTok's algorithm creates a video feed of similar content to users' recent viewings regardless of followers. This algorithm eases the promotion of dermatologists' videos among skincare videos. In addition, dermatologists are "duetting" to educate users on highly viewed skincare videos, dispelling myths and correcting misinformation in real time (Supplemental Fig 1 available via Mendeley at https://data.mendeley.com/datasets/tw3458kc84/1). Dermatologists can also respond to tags on popular videos, answering questions and sharing perspectives on medical treatment and cosmetic care. The dynamic nature of social media poses some limitations, such as daily changes in user trends and engagement patterns; we provide a snapshot of current influential dermatologists and their most recent posts. We recommend further analysis of TikTok as an additional social media platform to engage the public and disseminate dermatologic information in future research efforts. Dr Dellavalle is a Joint Coordinating Editor for Cochrane Skin, a dermatology section editor for UpToDate, a Social Media Editor for the Journal of the American Academy of Dermatology (JAAD), and a Podcast Editor for the Journal of Investigative Dermatology (JID). He is a coordinating editor representative on Cochrane Council. He receives editorial stipends (JAAD, JID), royalties (UpToDate), and expense reimbursement from Cochrane Skin. Dermatologists in social media: A study on top influencers, posts, and user engagementJournal of the American Academy of DermatologyVol. 83Issue 5PreviewTo the Editor: Social media has become a platform by which many physicians share information with the general population.1 Dermatologists are among the group of physicians with a growing social media presence. Among these, some are recognized as social media influencers—users who have a wide following. These influencers may have the ability to affect patients' health-related behavior.2 However, few studies have systematically evaluated the reach of dermatologists and the engagement from the public on these platforms. Full-Text PDF Reply to "Comment on 'Dermatologists in social media: A study on top influencers, posts, and user engagement': Dermatologist influencers on TikTok"Journal of the American Academy of DermatologyVol. 86Issue 2PreviewTo the Editor: We greatly appreciate the comments of Presley et al1 on our article "Dermatologists in Social Media: A Study on Top Influencers, Posts, and User Engagement."2 The authors suggested including TikTok, a growing social media platform, in the analysis of dermatologists on social media. Full-Text PDF