Written by Sahithi Gangavarapu

Since the onset of the COVID-19 pandemic, there has been a noticeable increase in the use of social media platforms for the dissemination of healthcare information driven by both the availability of novel platforms and an unprecedented surge in user engagement. Estimates suggest that worldwide social media usage has increased by approximately 20% compared to the period before the pandemic.

Social media has played a significant role in the field of dermatology, with numerous dermatologists using the platform to both educate the public and enhance their brand. A study even found that dermatologists who maintain a presence on social media tend to receive higher patient ratings. 

With the increasing prevalence of social media, it is essential to examine its usage in dermatology and healthcare to determine how to effectively leverage these platforms for the dissemination of public health information. Several key questions that research in this field seeks to answer include exploring who generates content on social media platforms and the reliability of the information to better understand the advantages and disadvantages of healthcare content on these public platforms. Addressing these questions will help us gain key insights into cultivating social media’s potential for promoting public health.

Who Creates Content

The accessibility of social media allows anyone to create content, but knowledge of the current demographics of dermatology content creators is crucial for understanding the credibility of information being shared. A study published in 2022 found that of all dermatology content created on social media platforms, 52% of content creators were non-physicians, 32% were physicians, and 16% were private companies. Within the physician demographic, 84% were created by dermatologists. 

Supplemental studies have supported these general findings, and there is a widespread consensus that a significant portion of the current content circulating on social media platforms is not authored by dermatologists. This issue has resulted in the dissemination of misinformation, leading individuals to be more likely to undergo risky procedures or try remedies without a clear understanding of their potential side effects.

Validity of Content

A commonly employed metric for assessing the quality of content on social media is the DISCERN instrument. DISCERN is a 16-item questionnaire developed by an expert panel to aid users in evaluating the quality of written information concerning treatment choices in consumer health information. While traditionally used to assess the quality of healthcare publications, it is increasingly used in many studies to gauge the reliability of information on social media. The DISCERN score is determined by answers to questions such as whether the video’s information sources are clear, whether the risks of treatment are evident, and the level of balance and bias in the information.

A study using DISCERN to assess the reliability of information on TikTok for keratosis pilaris, a common dermatologic condition, found that physician creators’ videos received the highest DISCERN scores. This highlights the importance of physician-generated educational content in reducing the spread of misinformation on TikTok. The study also found that physicians reached wider audiences when using colloquial terms to describe keratosis pilaris such as “strawberry” or “chicken” skin in their videos. Videos incorporating these colloquial hashtags garnered 9.3 times more comments compared to those without them. This shows the importance of considering general health literacy as physicians create content on social media, and how implementing colloquial language can enhance engagement with dermatology information. 

Advantages and Disadvantages

Given the prevalence and accessibility of social media, using these platforms to disseminate dermatological information holds promise, especially for reaching wider audiences and enhancing overall health literacy. However, a significant drawback of social media is the ease with which misinformation can spread, as well as limited control over this dissemination.

While having more physicians on social media can help counteract this misinformation, it’s equally important to recognize the value of laypeople’s perspectives and the significance of patients sharing their personal stories. Social media platforms can facilitate the creation of support groups and demonstrate to individuals that there are others experiencing the same condition, a visibility that cannot always be established in a clinical setting.

Dermatology has historically underrepresented skin of color, and platforms like TikTok have been instrumental in providing information specific to skin of color, benefiting both patients and dermatologists. In a study examining videos under hashtags such as #BlackSkinCare and #BlackSkinTreatment, it was found that 57% of the TikTok videos consisted of educational content, while 23.2% featured personal experiences. This contrasts with a previous Instagram study where most skin of color videos were promotional (61.6%), suggesting TikTok may be a promising avenue for sharing unsponsored helpful resources for Black skin. 

Future Directions 

Given the ever-changing landscape of social media, even daily content can vary significantly. Therefore, it is crucial for research to keep up with these changes in order to identify opportunities for more effective platform utilization. While most current studies use quantitative metrics, there is also a need for research on qualitative information like categorizing the formats of content produced and their impact on patients’ reception of the videos. 

Ongoing research also indicates that a promising avenue for future exploration involves assessing longitudinal differences between patient outcomes and health literacy, shedding light on how health information acquired through social media may influence patients’ experiences with their medical conditions. 

While there are both benefits and drawbacks to incorporating social media in healthcare discourse, the field holds significant potential. As such, it is crucial that research remains current and relevant as the platforms grow and continue to be used worldwide.

Edited by Noor Naheed