Thyroid Talk on TikTok: A Social Media Analysis of Thyroidectomy Information on TikTok.

OBJECTIVE

To explore public perceptions of thyroidectomy on TikTok by analyzing post-content, creator type, postoperative concerns, content accuracy, and understandability.

STUDY DESIGN

Mixed-methods study utilizing qualitative and quantitative analyses.

SETTING

The TikTok social media platform.

METHODS

In October 2023, the top 100 public TikTok videos were collected using the search terms "thyroidectomy," "thyroid removal," and "thyroid surgery." Videos were analyzed for engagement metrics (likes, comments, shares, views, length) and scored using the Video Power Index (VPI). Creator type (patient, physician, non-MD/DO healthcare provider, or non-medical), content themes, and tone were categorized. Content accuracy was evaluated based on American Thyroid Association (ATA) guidelines. Patient complaints and postoperative symptoms were noted. Videos offering education or medical advice were assessed for understandability and actionability using the Patient Education Materials Assessment Tool (PEMAT).

RESULTS

Most videos (63%) were created by patients; 27% by physicians, 8% by non-MD/DO providers, and 2% by non-medical creators. Negative portrayals of thyroidectomy (39%) were exclusively from patient accounts. Common complaints included neck pain (19%), low energy (9%), hormone imbalance (7%), weight gain (7%), dysphagia (7%), and cosmetic concerns (7%). The most common themes were post-op experiences (36%) and medical education (36%). Physician-created content was 100% accurate per ATA guidelines, while non-medical accuracy was 65%. PEMAT scores from MD/DO videos showed 78.69% understandability and 26.61% actionability. Patient videos had the highest VPI (0.93 and 0.79).

CONCLUSION

TikTok content on thyroidectomy is largely patient-driven, often reflecting negative postoperative experiences. Physicians should increase social media engagement with accurate and actionable content to improve patient education and address prevalent misconceptions.