{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,20]],"date-time":"2026-10-20T16:22:20Z","timestamp":1792513340018,"version":"4.5.0"},"reference-count":33,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2025,10,15]],"date-time":"2025-10-15T00:00:00Z","timestamp":1760486400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Public Health"],"abstract":"<jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Hashimoto\u2019s thyroiditis (HT), a common autoimmune thyroid disorder, is widely discussed on video-sharing platforms. However, user-generated content about HT lacks systematic scientific validation. This study evaluates the reliability and quality of HT-related videos on three major social media platforms: YouTube, Bilibili, and TikTok.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>Between December 1, 10, 2024, the top 200 videos meeting the criteria retrieved under default search settings using a newly registered user account were included for each platform. These videos were from 107 YouTube accounts, 56 Bilibili accounts and 90 TikTok accounts. Metrics including video parameters and creator profiles were recorded. Content quality was evaluated using five validated assessment tools: PEMAT (Patient Education Materials Assessment Tool), VIQI (Video Information and Quality Index), GQS (Global Quality Score), mDISCERN (modified DISCERN), and JAMA (Journal of the American Medical Association) standards.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>TikTok videos showed the highest audience engagement. YouTube had more team-based accounts (43.9%), while TikTok and Bilibili predominantly featured individual accounts, with TikTok featuring a notably higher proportion of verified individual accounts (86.7%). Solo narration was the most common video style across YouTube (62.5%) and TikTok (70.0%), while in Bilibili, it was the medical scenario. In contrast, YouTube and Bilibili offered a broader range of content, including TV programs, documentaries, and educational courses. The varying emphases of different assessment tools rendered it difficult to determine which platform boasts the highest content quality, but the video quality scores across all platforms are not satisfying. Additionally, we found that content produced by verified creators was of higher quality compared to that of unverified creators, with this trend being particularly evident among individual accounts.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>Social media platforms provide partial support for the dissemination of health information about HT, but the overall video quality remains suboptimal. We recommend that professional creators pursue platform certification to enhance the dissemination of high-quality HT-related videos.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fpubh.2025.1611087","type":"journal-article","created":{"date-parts":[[2025,10,15]],"date-time":"2025-10-15T06:09:11Z","timestamp":1760508551000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":21,"title":["Videos on YouTube, Bilibili, TikTok as sources of medical information on Hashimoto\u2019s thyroiditis"],"prefix":"10.3389","volume":"13","author":[{"given":"Shiqi","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Siyu","family":"Jia","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yanjun","family":"Su","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ruochuan","family":"Cheng","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2025,10,15]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"139","DOI":"10.1016\/j.anai.2021.09.014","article-title":"Social media and its impact on health care","volume":"128","author":"Patrick","year":"2022","journal-title":"Ann Allergy Asthma Immunol"},{"key":"ref2","doi-asserted-by":"publisher","first-page":"371","DOI":"10.23736\/S2724-6507.22.03732-0","article-title":"Youtube as a patient-information source for hypothyroidism","volume":"48","author":"Dulak","year":"2023","journal-title":"Minerva Endocrinol"},{"key":"ref3","doi-asserted-by":"publisher","first-page":"42","DOI":"10.4274\/mirt.galenos.2021.85530","article-title":"Use of youtube as an information source for radioactive iodine therapy: do youtube videos have high quality?","volume":"31","author":"San","year":"2022","journal-title":"Mol Imaging Radionucl Ther"},{"key":"ref4","doi-asserted-by":"publisher","first-page":"2851","DOI":"10.1007\/s10792-023-02686-2","article-title":"Quality analysis of youtube videos about thyroid orbitopathy","volume":"43","author":"Ilhan","year":"2023","journal-title":"Int Ophthalmol"},{"key":"ref5","doi-asserted-by":"publisher","first-page":"e118","DOI":"10.1002\/oto2.118","article-title":"Evaluation of youtube as a source for graves' disease information: is high-quality guideline-based information available?","volume":"8","author":"Ayo-Ajibola","year":"2024","journal-title":"OTO Open"},{"key":"ref6","doi-asserted-by":"publisher","first-page":"270","DOI":"10.1007\/s12020-023-03332-8","article-title":"Is tiktok a high-quality source of information on thyroid cancer?","volume":"81","author":"Yang","year":"2023","journal-title":"Endocrine"},{"key":"ref7","doi-asserted-by":"publisher","first-page":"1267","DOI":"10.1007\/s13187-020-01763-9","article-title":"Are discern and jama suitable instruments for assessing youtube videos on thyroid cancer? Methodological concerns","volume":"35","author":"Azer","year":"2020","journal-title":"J Cancer Educ"},{"key":"ref8","doi-asserted-by":"publisher","first-page":"1049728","DOI":"10.3389\/fpubh.2023.1049728","article-title":"A quality analysis of thyroid cancer videos available on tiktok","volume":"11","author":"Wang","year":"2023","journal-title":"Front Public Health"},{"key":"ref9","doi-asserted-by":"publisher","first-page":"942","DOI":"10.1186\/s12889-024-18403-2","article-title":"Contents analysis of thyroid cancer-related information uploaded to youtube by physicians in Korea: endorsing thyroid cancer screening, potentially leading to overdiagnosis","volume":"24","author":"Kang","year":"2024","journal-title":"BMC Public Health"},{"key":"ref10","doi-asserted-by":"publisher","first-page":"599","DOI":"10.1007\/s13187-019-01502-9","article-title":"Quality of information available on youtube videos pertaining to thyroid cancer","volume":"35","author":"Aydin","year":"2020","journal-title":"J Cancer Educ"},{"key":"ref11","doi-asserted-by":"publisher","first-page":"450","DOI":"10.1007\/s13187-024-02531-9","article-title":"Assessment of youtube videos related to radioactive iodine therapy for thyroid cancer for patient education","volume":"40","author":"Samson","year":"2024","journal-title":"J Cancer Educ"},{"key":"ref12","doi-asserted-by":"publisher","first-page":"1878","DOI":"10.1016\/S0140-6736(23)00457-9","article-title":"Incidence, prevalence, and co-occurrence of autoimmune disorders over time and by age, sex, and socioeconomic status: a population-based cohort study of 22 million individuals in the Uk","volume":"401","author":"Conrad","year":"2023","journal-title":"Lancet"},{"key":"ref13","doi-asserted-by":"publisher","first-page":"568","DOI":"10.1089\/thy.2019.0067","article-title":"Efficacy and safety of long-term universal salt iodization on thyroid disorders: epidemiological evidence from 31 provinces of mainland China","volume":"30","author":"Li","year":"2020","journal-title":"Thyroid"},{"key":"ref14","doi-asserted-by":"publisher","first-page":"102649","DOI":"10.1016\/j.autrev.2020.102649","article-title":"Hashimoto's thyroiditis: an update on pathogenic mechanisms, diagnostic protocols, therapeutic strategies, and potential malignant transformation","volume":"19","author":"Ralli","year":"2020","journal-title":"Autoimmun Rev"},{"key":"ref15","doi-asserted-by":"publisher","first-page":"101367","DOI":"10.1016\/j.beem.2019.101367","article-title":"Hashimotos' thyroiditis: epidemiology, pathogenesis, clinic and therapy","volume":"33","author":"Ragusa","year":"2019","journal-title":"Best Pract Res Clin Endocrinol Metab"},{"key":"ref16","doi-asserted-by":"publisher","first-page":"1594","DOI":"10.1186\/s12889-024-19077-6","article-title":"Youtube\/ bilibili\/ tiktok videos as sources of medical information on laryngeal carcinoma: cross-sectional content analysis study","volume":"24","author":"Liu","year":"2024","journal-title":"BMC Public Health"},{"key":"ref17","doi-asserted-by":"publisher","first-page":"612","DOI":"10.1016\/j.anai.2022.06.031","article-title":"Youtube as a source of (mis)information on allergic rhinitis","volume":"129","author":"Remvig","year":"2022","journal-title":"Ann Allergy Asthma Immunol"},{"key":"ref18","doi-asserted-by":"publisher","first-page":"57","DOI":"10.1186\/s12889-023-17323-x","article-title":"Bilibili, tiktok, and youtube as sources of information on gastric cancer: assessment and analysis of the content and quality","volume":"24","author":"Wang","year":"2024","journal-title":"BMC Public Health"},{"key":"ref19","year":"2025"},{"key":"ref20","year":"2024"},{"key":"ref21","year":"2023"},{"key":"ref22","doi-asserted-by":"publisher","first-page":"453","DOI":"10.3322\/caac.21857","article-title":"Cancer misinformation on social media","volume":"74","author":"Loeb","year":"2024","journal-title":"CA Cancer J Clin"},{"key":"ref23","doi-asserted-by":"publisher","first-page":"927","DOI":"10.1038\/s41591-023-02792-9","article-title":"Information is a determinant of health","volume":"30","author":"Graham","year":"2024","journal-title":"Nat Med"},{"key":"ref24","doi-asserted-by":"publisher","first-page":"101843","DOI":"10.1016\/j.cpr.2020.101843","article-title":"Depression presentations, stigma, and mental health literacy: a critical review and youtube content analysis","volume":"78","author":"Devendorf","year":"2020","journal-title":"Clin Psychol Rev"},{"key":"ref25","doi-asserted-by":"publisher","first-page":"395","DOI":"10.1016\/j.pec.2014.05.027","article-title":"Development of the patient education materials assessment tool (pemat): a new measure of understandability and actionability for print and audiovisual patient information","volume":"96","author":"Shoemaker","year":"2014","journal-title":"Patient Educ Couns"},{"key":"ref26","doi-asserted-by":"publisher","first-page":"2070","DOI":"10.1111\/j.1572-0241.2007.01325.x","article-title":"A systematic review of patient inflammatory bowel disease information resources on the world wide web","volume":"102","author":"Bernard","year":"2007","journal-title":"Am J Gastroenterol"},{"key":"ref27","doi-asserted-by":"publisher","first-page":"457","DOI":"10.1186\/s40064-015-1251-9","article-title":"Youtube videos as a source of medical information during the ebola hemorrhagic fever epidemic","volume":"4","author":"Nagpal","year":"2015","journal-title":"Springerplus"},{"key":"ref28","doi-asserted-by":"publisher","first-page":"899","DOI":"10.3899\/jrheum.111114","article-title":"Youtube for information on rheumatoid arthritis--a wakeup call?","volume":"39","author":"Singh","year":"2012","journal-title":"J Rheumatol"},{"key":"ref29","doi-asserted-by":"crossref","first-page":"1244","DOI":"10.1001\/jama.1997.03540390074039","article-title":"Assessing, controlling, and assuring the quality of medical information on the internet: caveant lector et viewor--let the reader and viewer beware","volume":"277","author":"Silberg","year":"1997","journal-title":"JAMA"},{"key":"ref30","doi-asserted-by":"publisher","first-page":"574","DOI":"10.1186\/s12889-023-15456-7","article-title":"Status quo of the public's knowledge of probiotics based on video-sharing platforms","volume":"23","author":"Jiang","year":"2023","journal-title":"BMC Public Health"},{"key":"ref31","doi-asserted-by":"publisher","first-page":"112552","DOI":"10.1016\/j.socscimed.2019.112552","article-title":"Systematic literature review on the spread of health-related misinformation on social media","volume":"240","author":"Wang","year":"2019","journal-title":"Soc Sci Med"},{"key":"ref32","doi-asserted-by":"publisher","first-page":"799","DOI":"10.2165\/00023210-200721100-00002","article-title":"Hashimoto's encephalopathy: epidemiology, pathogenesis and management","volume":"21","author":"Mocellin","year":"2007","journal-title":"CNS Drugs"},{"key":"ref33","doi-asserted-by":"publisher","first-page":"26","DOI":"10.3390\/ijms26136507","article-title":"Dietary gluten-free regimen does not affect the suppression of the inflammatory response in the arachidonic acid cascade in Hashimoto's disease","volume":"26","author":"Szczuko","year":"2025","journal-title":"Int J Mol Sci"}],"container-title":["Frontiers in Public Health"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fpubh.2025.1611087\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,15]],"date-time":"2025-10-15T06:09:12Z","timestamp":1760508552000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fpubh.2025.1611087\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,10,15]]},"references-count":33,"alternative-id":["10.3389\/fpubh.2025.1611087"],"URL":"https:\/\/doi.org\/10.3389\/fpubh.2025.1611087","relation":{},"ISSN":["2296-2565"],"issn-type":[{"value":"2296-2565","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,10,15]]},"article-number":"1611087"}}