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Some TikTok users trust medical influencers more than their own doctors

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Some TikTok users trust medical influencers more than their own doctors

Medical misinformation is a significant issue on TikTok. The app has been populated with misleading videos discussing topics like steroids, ADHD, and acetaminophen. Despite TikTok’s preventative measures, those videos continue to be a thorn in its side.

What mechanisms allow health misinformation to spread on TikTok? A research team led by Dr. Suzanne Makarem of Virginia Commonwealth University studied medical influencers on TikTok and put forth a compelling idea: Viewers might be putting too much faith in the doctors they see on the For You Page.

The study consisted of two parts. First, the researchers combed through 330 videos posted by doctors who have at least 100,000 followers on TikTok. Then, they interviewed 26 Gen Z TikTok users who follow physician-influencers on the app.

The first part of the study revealed that TikTok users are more likely to engage with doctors who look the part. Physician-influencers who wore medical attire received significantly more comments than those dressed in casual clothes, and using a medical background (i.e. a hospital or clinic) also drew more engagement than more “personal” settings.

Those results show that the appearance of a physician-influencer is just as important as the information they convey, and the interviews with Gen Z TikTok users add more credibility to that conclusion. One of the study’s so-called “informants” said that “looking the part of the doctor” creates a more “believable” atmosphere. “Even in her videos at home, she always has a stethoscope on,” said another informant when asked to describe a physician-influencer they follow.


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