Assessing the content and quality of gastrointestinal endoscopy videos on TikTok, Bilibili, and Kwai: a cross - sectional study.

BACKGROUND

Gastrointestinal endoscopy is essential for diagnosing digestive diseases, yet public misconceptions persist. Short-video platforms (TikTok, Bilibili, Kwai) are now major health-information sources, but the quality of endoscopy-related content is inconsistent.

METHODS

We analyzed 300 endoscopy videos from the three platforms, categorizing uploaders as medical or non-medical professionals and scoring content with Global Quality Score (GQS), Journal of the American Medical Association (JAMA) benchmark criteria and Modified DISCERN scores across six dimensions (definition, eligibility, preparation, procedure, techniques, management).

RESULTS

Of the 300 videos analyzed, 63.3% were uploaded by medical professionals, with the highest proportion on TikTok (91.0%). Non-medical professionals contributed 36.7% of the videos, primarily on Bilibili and Kwai. TikTok and Kwai videos had higher user engagement (likes, comments, collections) but were shorter in duration compared to Bilibili videos. Quality assessments revealed significant differences among platforms, with TikTok videos scoring higher in reliability and accuracy (JAMA and Modified DISCERN scores) than Bilibili and Kwai videos. However, content completeness was generally low across all platforms, with most videos lacking comprehensive information on key aspects of gastrointestinal endoscopy.

CONCLUSIONS

The quality and comprehensiveness of gastrointestinal endoscopy-related videos on TikTok, Bilibili, and Kwai are unsatisfactory, with significant variations in content quality and user engagement. Efforts should be intensified to improve video content quality, encourage more contributions from medical professionals, optimize algorithms to prioritize high-quality content, and implement stricter content reviews to enhance public health education and the dissemination of accurate medical information.