Health · Medical Research · 6 hrs ago
Young TikTok users trusted doctor-influencers without checking licenses
Researchers found that young TikTok users often trusted doctor-influencers more than their own physicians, describing them as caring and easy to reach.
The study focused on 26 young adults who had followed at least one doctor on the platform for a year or more.
None of the 26 had checked whether the doctors were licensed, and many said they relied on bios, name badges or medical clothing as signs they were genuine.
Researchers also examined 330 videos from 11 US physicians, whose licenses they independently verified.
Posts showing doctors in medical clothes drew more comments, while videos filmed in hospitals or clinics averaged more than twice as many likes as those filmed at home.
The interviews show how participants viewed these doctors, but the study did not measure how their trust affected health choices.
The researchers said social media doctors may influence followers’ health habits, though the study does not establish whether that happened.
A study found that none of 26 young adults who followed doctors on TikTok had checked whether those doctors were licensed.
Interviewees often described TikTok doctors as more caring and easier to reach than their own physicians.
Many relied on bios, name badges, scrubs or stethoscopes to judge whether a TikTok doctor was genuine.
Posts showing doctors in medical clothing received more comments on average than posts showing casual clothes.
The research analyzed 330 TikTok videos and interviews, but did not measure how the videos affected viewers’ behavior.
- Who
- Young adults who followed doctors on TikTok, and the researchers led by Suzanne Makarem.
- What
- A study examined TikTok doctors’ videos and interviewed young followers; none of the 26 interviewees had checked a doctor’s license.
- When
- The interviews took place in 2023. The researchers collected videos during one month in 2022.
- Where
- On TikTok; the doctors studied were 11 U.S. physicians.
- Why
- Interviewees often saw the doctors as caring and accessible, and relied on visible cues such as scrubs or a name badge. The study examined how people think about these doctors.
This story does not have two clearly opposing sides.
Researchers collected every post made during one month by the 11 physicians selected for the study.
Researchers interviewed 26 young adults who had followed at least one doctor for a year or more.
Researchers returned to update the doctors’ follower numbers.
Earth.com published its report on the study.
- Interviewees
- 26 young adults; none had checked a doctor’s license
- Videos
- 330 TikTok videos
- Doctors
- 11 U.S. physicians
- Medical clothing
- Posts showing doctors in medical clothes averaged about 1,150 comments, compared with about 170 for casual clothes
- Hospital or clinic videos
- Averaged about 62,000 likes, more than twice the figure for videos shot at home
What people are saying
Young consumers are usually very literate when it comes to social media influencers and commercial intent. But when you have a physician on TikTok, that becomes something different
They’re not singing and dancing like many others, but they do share personal information
And they’re likely to wear medical attire, even if they’re not talking about medicine. Like, they’re making a peanut butter and jelly sandwich in their kitchen, but they have a lab coat on.