TikTok and other social media channels can be used to provide scientific information about obesity to young people in engaging and accessible ways, according to results to be published during the European Congress on Obesity (ECO) in Venice, Italy (12-15 May).
The incidence of obese children and adolescents worldwide has more than quadrupled between 1990 and 2022. Italy has the fourth highest rate of childhood obesity in Europe, with about 40% of children aged 7 to 9 years being overweight. The European average is 29%.
“The growing obesity epidemic, particularly among young people, represents a global challenge that requires innovative approaches. Over 90% of teenagers have at least one social media account, and their social media presence continues to grow. Food and beverage brands capitalise on this trend by using social media to market their products, including unhealthy ones, to teens,” said Dr. Antonella Franceschelli of Unicamillus International Medical University, Rome, Italy. “But there is also huge potential use social media to disseminate scientific information on obesity and nutrition and support teenagers and young adults in eating healthily.”
To learn more about how to use social media platforms, the Italian team analysed metrics from a TikTok account run by Dr. Franceschelli. The page contains short videos about the treatment of obesity, as well as information on healthy eating, exercise, and drug treatments, and live Q&As with doctors.
The content was divided by topic, and the number of views for each video counted. The analysis covered 108 videos posted from September 2021 to February 2024. In total, the videos were watched 4,631,982 times, with an average number of views per video of 42,495.
Results showed that videos about obesity medication were the most viewed, with an average number of views per video of 135,945. The most watched video —about semaglutide — was watched nearly one million times. The audience was most female, but only about 4% were young people aged 18-24 years.
Videos about combatting the stigma associated with obesity also drew about 20,000 views, and those on healthy eating attracted 10,000 viewers. Live Q&As were the least popular, only attracting 2,000 participants each session. Nevertheless, sessions generated a large amount of discussion between patients and the doctor.
From these figures, the researchers concluded that social media is a powerful vehicle for communicating scientific data in a powerful and engaging way.
“We need to find new ways to talk to young people about obesity. Social media channels like TikTok offer a unique opportunity to reach them in a fun and creative way and engage them in meaningful discussions about health,” said Dr Franceschelli. “Through short videos, it is possible to share information about obesity prevention, healthy eating habits, the importance of physical activity, and other topics. Furthermore, using TikTok to address obesity can help combat the stigma associated with the condition. By creating an online community of support and sharing success stories and personal experiences, it is possible to promote a culture of acceptance and support for those struggling with their weight. There is no time to be lost in harnessing this potential.”