Disrupting the Algorithm: The Role of Medical Professionals in TikTok’s Post-traumatic Stress Disorder Conversations

TL;DR

This study examines how medical professionals and non-medical creators engage audiences on TikTok regarding PTSD, finding that both can achieve similar overall engagement.

Contribution

The study reveals that medical professionals can sustain engagement on TikTok over time, challenging assumptions about their effectiveness on the platform.

Findings

Non-medical creators made 84% of PTSD-related TikTok videos.

Non-medical videos received more likes per day, but medical videos had sustained engagement.

Medical professionals can reach comparable audiences over time with evidence-based content.

Abstract

Introduction: Social media platforms have become important spaces for sharing information and personal experiences related to mental health conditions, including post-traumatic stress disorder (PTSD). TikTok, in particular, has rapidly gained popularity among users aged 13 to 24 years old, who increasingly seek mental health content. This study explores engagement patterns with PTSD-related TikTok videos, comparing audience interactions with content created by medical professionals and non-medical creators.

Methods: A total of 200 English-language TikTok videos were analyzed. Creators were classified as medical professionals or non-medical professionals based on profile information, LinkedIn verification, and institutional affiliations. Engagement metrics, including views, likes, comments, and shares, were collected and analyzed using t-tests to assess differences between creator types.

Results: Non-medical creators produced the majority of content (n= 168; 84%), while medical professionals contributed 16% (n= 32). Cumulative engagement metrics, total views, comments, likes, and shares, did not differ significantly between groups. However, videos by non-medical creators received significantly more likes per day (p=0.04), reflecting faster initial engagement. In contrast, videos by medical professionals accumulated similar overall engagement over a longer period, suggesting steady and sustained interaction.

Discussion: These findings challenge the assumption that medical professionals are at a disadvantage on platforms like TikTok. Despite non-medical creators generating more immediate engagement, medical professionals can reach comparable audiences over time, offering an opportunity to disseminate accurate, evidence-based information. The results emphasize the importance of medical professionals adopting platform-specific strategies to increase their visibility and credibility in digital spaces. This study advances understanding of PTSD discourse on social media and highlights the critical role digital platforms play in shaping public perceptions of mental health.

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